Maximising Your PPC Ad Conversions: 10 Common Mistakes to Avoid

Pay-per-click (PPC) advertising is a powerful marketing tool that can drive organic traffic, generate quality leads, and boost conversions. However, many businesses struggle to achieve satisfactory conversion rates despite investing significant time and money into their PPC campaigns. If you find yourself in this situation, it’s crucial to identify and rectify the mistakes that may be undermining your PPC ad conversions. Here are ten common mistakes to avoid and actionable tips to help you turn things around.
  • Mel Gibbons

    26 June, 2023

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Top 10 Mistakes to Avoid with PPC

  1. Ineffective Planning of PPC Campaigns

Effective PPC campaigns start with a well-defined strategy. Skipping thorough market research can lead to an approach that doesn’t align with your business goals. Develop a strategy that identifies your target audience, establishes a budget, defines key performance metrics, and outlines a clear marketing plan. Planning PPC campaigns is important to target the right audience, optimise your budget, improve ad performance and achieve specific business goals, allowing you to use resources efficiently and achieve higher returns. Avoid ineffective PPC planing by setting clear goals, conducting thorough keyword research, optimising ads and landing pages, using negative keywords, A/B testing and regularly monitoring your performance.

  1. Ignoring Keyword Research

Failing to conduct thorough keyword research is a common mistake. Choosing the wrong keywords or neglecting relevant long-tail keywords can result in poor ad targeting and wasted ad spend. Invest time in comprehensive keyword research to understand your audience’s search intent and align your ad copy accordingly. Keyword research is important in PPC campaigns to ensure you target the right audience, optimise ad spend, increase relevance, and improve ad performance, leading to higher conversions and ROI. You can avoid this mistake by consistently using keyword tools, analysing competitors, updating keywords, monitoring performance, incorporating negatives, and scheduling regular research reviews.

  1. Poor Ad Copy

Your ad copy is the first impression potential customers get of your business. If it’s uninspiring, vague, or lacks a strong call-to-action (CTA), users are less likely to click on your ads. Create compelling ad copy that clearly conveys the unique value of your product or service and includes a strong CTA. Ad copy is crucial in PPC campaigns as it directly influences click-through rates, ad relevance, and user engagement, ultimately impacting campaign success and return on investment (ROI). Writing poor ad copy in PPC campaigns diminishes ad relevance and lowers click-through rates, wasting budget. Avoid this by crafting clear, compelling messages aligned with audience needs and testing variations for optimal performance.

  1. Failing to Track and Analyse Conversions

Tracking and analysing conversions is essential to measure your PPC campaign’s effectiveness. Without accurate conversion tracking, it’s challenging to understand which keywords, ads, or landing pages are driving results. Set up conversion tracking through tools like Google Ads or third-party analytics platforms to gain insights and make data-driven optimisations. Stay on top of tracking and analysing conversions in PPC campaigns by setting up conversion tracking, defining metrics, reviewing data regularly, using analytics tools, and continuously optimising campaigns based on insights.

  1. Not Including Ad Extensions

Ad extensions can significantly enhance your marketing efforts and help users find the information they need quickly. Despite their benefits, many advertisers fail to utilise them. Choose ad extensions that fit your business to increase click-through rates and improve ad performance. Including ad extensions in PPC campaigns is crucial because they enhance ad visibility, provide additional information to users, improve click-through rates (CTR), and boost overall ad performance by making ads more compelling and informative.

  1. Lack of Testing

When a business starts their PPC in Adelaide, it is advisable to run some A/B testing to identify the best-performing ad variations to improve conversion rates. These ads should be tested each month to improve the click-through rates. Test different headlines, ad copy, CTAs, and even landing page layouts to identify winning combinations that resonate with your target audience.

  1. Not Using Negative Keywords

Including negative keywords is vital to filter out irrelevant search queries that may trigger your ads. Failing to add negative keywords can lead to ad impressions and clicks from users who aren’t interested in your offering. Continuously refine your list of negative keywords to ensure your ads reach the most relevant audience.

  1. Failing to Leverage Google Ad Scripts

Managing PPC campaigns can be time-consuming and repetitive. Google Ad Scripts can automate many tasks, freeing up your time for more critical aspects of your campaigns. Consider using Google Ad Scripts or working with a specialised Google display advertising agency to streamline your PPC management.

With Google Ad Scripts, you can streamline tasks such as monitoring ad placements and managing bids, making your PPC journey significantly easier. By leveraging this tool, you can automate these processes and ensure that your campaigns are running smoothly without the need for constant manual intervention.

  1. Weak Landing Pages

Directing users to poorly designed or irrelevant landing pages can be disastrous, even if your ad copy is enticing. Ensure your landing pages are optimised for conversions, have a clear layout, and offer the information or deals promised in the ad. Align your landing pages with your ad’s messaging to streamline the user journey from click to conversion.

One common mistake many advertisers make is advertising products and services that send buyers to the site’s homepage. Dedicated and optimised landing pages are the most effective way to increase ROI and boost conversions. A Google display advertising agency helps businesses use keywords and a targeted CTA supporting main business objectives.

  1. Neglecting Re-marketing

Re-marketing allows you to target users who have previously interacted with your website or shown interest in your products or services. Implement a re-marketing strategy to re-engage potential customers and drive conversions with tailored messaging and offers.


PPC advertising can be highly effective in generating conversions, but it’s essential to avoid common mistakes that can hinder your success. By addressing these ten common mistakes and implementing the suggested tips, you’ll be on your way to enhancing your PPC ad conversion rates and achieving your marketing goals.



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