Pay per click advertising can be a game changer for businesses looking to drive targeted traffic and conversions. However, when managed poorly, it can lead to numerous PPC mistakes, which can quickly drain budgets with little to no return on investment (ROI). In fact, a recent study revealed that many small businesses fail to meet their PPC objectives due to common errors such as poor keyword targeting and weak campaign strategies.
This guide highlights the 10 most common Google PPC mistakes, complete with actionable solutions, real-world examples, and ppc tools to help UK businesses refine their campaigns and maximise results.
Struggling to get the most out of your PPC campaigns? Let UTDS Optimal Choice help you identify and fix these common mistakes with expert solutions tailored to your business needs. Contact us today for a free consultation!
Avoid These 10 Common Google PPC Mistakes
1. Using the Wrong Keyword Match Types
Selecting inappropriate keyword match types is one of the biggest reasons PPC budgets go to waste. Broad match keywords, for instance, can trigger ads for irrelevant queries. For example, using “shoes” as a keyword might show your ad for “free shoes giveaway,” which attracts non-converting clicks.
How to Fix It
- Exact Match: Use this for precise targeting of high-intent queries, such as “buy running shoes online.”
- Phrase Match: This strikes a balance, capturing searches like “affordable running shoes” while excluding unrelated queries.
- Negative Keywords: Add terms like “free,” “cheap,” or “DIY” to prevent unqualified traffic.
Tools to Use
- Google Ads Keyword Planner: Helps identify high-performing keywords.
- Search Terms Report: Reveals irrelevant queries your ads are triggering, so you can add them to your negative keywords list.
One of the best example how an ecommerce firm fixed its Google PPC Mistake
A Manchester based e-commerce store reduced its CPC by 25% and improved its conversion rate by 15% by refining its keyword match types and adding 10 new negative keywords.
2. Ignoring Location Targeting
If your business serves specific regions, failing to refine location targeting can cause your ads to appear in irrelevant areas. For example, a Glasgow based plumber doesn’t benefit from clicks in London, which waste the budget.
How to Fix It
- Use geo-targeting to narrow down ad exposure to specific cities, regions, or even postcodes.
- Leverage location bid adjustments to prioritise areas where conversions are higher.
- Use exclusion zones for irrelevant areas to save on wasted clicks.
Case Study of a company how it fixed a common PPC mistake
A florist in central London refined its geo-targeting to focus on neighbourhoods within a 5-mile radius. This adjustment boosted local inquiries by 30% while reducing overall spend by 18%.
3. Not Leveraging Ad Extensions
Ad extensions increase your ad’s real estate, provide additional information, and improve CTR. Businesses that don’t use extensions fail to stand out or provide users with critical details.
How to Fix It
- Add sitelink extensions to showcase pages like “Our Services” or “Special Offers.”
- Use call extensions to make it easy for mobile users to contact your business.
- Leverage location extensions to attract nearby customers.
Statistics
Google reports that ads with extensions see an average 15% improvement in CTR compared to those without.
4. Failing to Optimise for Mobile
With over 60% of PPC traffic coming from mobile devices, ads that aren’t optimised for mobile result in poor user experiences, high bounce rates, and lost opportunities.
How to Fix It
- Design mobile first landing pages that load in under 3 seconds.
- Keep ad copy concise and tailored for smaller screens.
- Use responsive design to ensure seamless performance across devices.
Example
A London based food delivery service improved its mobile conversion rate by 40% by redesigning its landing pages to prioritise mobile users.
Tools to Use
- Google’s Mobile-Friendly Test: Ensures your pages are optimised for mobile devices.
- PageSpeed Insights: Analyses loading times and suggests improvements.
5. Failing to Track Conversions
Without tracking, you can’t measure what’s working in your campaigns. This leaves businesses blind to what’s driving revenue and what’s wasting money.
How to Fix It
- Set up conversion tracking for actions like purchases, form submissions, or phone calls.
- Use Google Analytics Goals to monitor deeper user interactions.
- Regularly review conversion reports to refine underperforming campaigns.
Real-World Example
A digital agency in Birmingham identified that 40% of clicks from one campaign weren’t converting. By analysing the conversion data, they improved the landing page and doubled conversions within two weeks.
6. Overlooking Negative Keywords
Without negative keywords, your ads appear for irrelevant queries, leading to wasted spend. For instance, “cheap laptops” may trigger your ad if you sell premium products.
How to this common PPC Mistake
- Review Search Terms Report weekly to identify irrelevant searches.
- Add terms like “free,” “cheap,” or “jobs” to your negative keyword list.
- Continuously refine your negatives as your campaign evolves.
7. Writing Generic Ad Copy is one of the common PPC Mistake
Generic ad copy fails to capture user attention or communicate why your product or service is the best choice.
How to Fix It
- Use action-oriented language that encourages clicks (e.g., “Shop Now,” “Get Your Free Quote“).
- Highlight unique selling points (USPs) like “Next-Day Delivery” or “Award-Winning Service.”
- Test different headlines to see which resonates best with your audience.
8. Failing to Use A/B Testing
Without A/B testing, you risk running ineffective ads and missing opportunities to improve performance.
How to Fix It
- Test variations of your headlines, descriptions, and CTAs.
- Use Google Ads Experiments to run controlled tests without affecting active campaigns.
- Compare performance metrics such as CTR, CPC, and conversions.
9. Poor Budget Allocation
Spending too much on low-performing campaigns or not enough on high-potential ads limits your ROI.
How to Fix It
- Monitor your Quality Score to assess ad relevance and performance.
- Use automated bidding strategies like Maximise Conversions or Target ROAS.
- Adjust budgets weekly to ensure optimal allocation.
10. Ignoring Quality Score
A low Quality Score means higher CPCs and lower ad placements, making your campaigns less competitive.
How to Fix It
- Match keywords closely to your ad copy.
- Improve your landing page experience with fast loading times and relevant content.
- Aim for a Quality Score of 7 or higher.
How Can We Help You
Avoiding these 10 common Google PPC mistakes can dramatically improve your ad performance and ROI. By focusing on detailed keyword strategies, conversion tracking, and optimised landing pages, your business can achieve measurable success.
Ready to optimise your ppc campaigns? Contact us today for tailored PPC solutions that deliver results.