PPC marketing campaigns

5 Deadly Sins of PPC Marketing Campaigns

PPC marketing campaigns


5 Deadly Sins of PPC Marketing Campaigns

If you’ve ever been puzzled by the omnipresent acronym PPC Marketing Campaigns , standing for pay-per-click ads, we are here to come to your rescue. As the very name suggests, PPC means the advertiser pays a certain amount of money each time their ad gets clicked on by another user.

PPC Marketing Campaigns are, in fact, a simple technique that should stand at the cornerstone of your online marketing strategies. If you’re verging on the fence – know that businesses make an average of $2 in revenue for every $1 they spend on PPC platforms like Google’s Adwords, Sitewit reports.

We’ll now explain how PPC works on the AdWords example.

PPC explained on AdWords

The most used type of PPC are Google’s search ads, also known as AdWords. You’ll recognise them quite easily, as they’re displayed on the first page of Google’s organic search results.  

  • As an advertiser, you bid on certain keywords which relate to your business, products and/or services, and preset your budget before you start. Put simply, you decide how much you want to spend on each of these words. You can also group them together, and tie them with relevant ads.
  • When a user types in any keywords that relate to your business in the search box, they trigger an ad to show up. However, there’s a catch. A lot of advertisers bid on the same or similar keywords, and Google has to come up with a way to determine which ad will show up to whom. To do so, it relies on the following: your bid, i.e. how much you’re willing to spend; the quality of your ads and website; and expected impact from your ad extensions and other ad formats.
  • Your quality score is based on how relevant Google thinks your ads are. The above link has great tips on how to do this.

Bottom line: your ad rank equals your maximum bid times your quality score.

So now that we’ve got the ABC’s of PPC straight, let’s step it up a notch. What should you NEVER do when you’re using PPC ads to market your company?


  • Get your keywords wrong.

It makes zero sense to venture into the PPC Marketing Campaigns world, if you advertise your business based on words nobody looks up. That’s why it’s important to get the most relevant keywords; words people type in the query bar when they’re looking for what you offer.

For an extra hand on how to choose the most appropriate keywords, use both your common sense and the Google AdWords Keywod Planner tool to see how you stand.


  • Forget about smartphones.

If you’re looking for some PPC figures to spin your head around, we have a precious tidbit of information for you:

“It is estimated mobile app install ads accounted for 30% of all mobile advertising revenue in 2014, and will top $4.6B in 2015, and over $6.8B by the end of 2019.”, claims Wikipedia.

And while mind-boggling, such numbers start making sense as soon as you take a look around yourself.

Everybody is constantly double-tapping, scrolling, clicking on their slick smartphone devices, so not enabling your PPC ads to get displayed on smartphones is one of the biggest omissions you can make in your marketing strategy.


  • Making sure your PPC settings aren’t location-based.

It seems incredibly simple, but you’d be surprised to learn how many PPC marketing campaigns overlook the importance of  determining the right geographical locations in which their ads will show up.

Think about it: if your business is in Bath, does it really make sense to advertise it to somebody living in Kentucky? You don’t want your ad to appear to visitors who are unable to reach your firm. In other words, don’t pay for clicks that will never turn into sales.


  • Write your ad badly.

Because in this overflow of ads everywhere we turn, the world needs just another mediocre ad. Right?

Of course not.

What you need is a visually appealing ad, bolstered by a killer tagline or slogan. Make it memorable, catchy, and yet honest and true to your company’s philosophy.

Let it say what you’re about, but keep it short and functional at the same time. And lastly, it’s okay to take a peek at what you’re competitors are doing, but make sure you always stay true to yourself.


  • Don’t follow your metrics.

With so many valuable information on how your campaign is performing, it’s downright wrong not to take this feedback into account.

To be specific, you can follow how your PPC marketing campaign is coming along through the following metrics:

  • Conversion Rate
  • Cost per Click
  • Cost per Conversion
  • Impression Shares
  • Profit per Impression
  • ROI, Cost per Acquisition and Quality Score.

So make sure you do. After a couple of trial-and-error attempts, you’ll be able to adjust your PPC marketing strategy exactly on point.

Is there anything else you’d want to add to our PPC-Don’ts list? Have you embarked on the PPC journey to advertise your business, and if so, what was the outcome?

To get an extra hand in brushing up on your current PPC strategy, or build one from scratch, don’t hesitate to give us a call, or drop us an email! We’d be happy to talk to you in a free consultation session.