6 Common Mistakes That Are Killing Your PPC Conversion


The average PPC conversion rate for advertising is 2.35%. If you’re looking to achieve a good conversion rate for your PPC ads, aim for a conversion rate of 10% or higher. PPC is an effective marketing approach when used correctly.

However, there are several mistakes that are killing your PPC conversion that you should be aware of. If you latch on right, you’ll send a stream of quality traffic to your website, consisting of an audience that’s more likely to convert. So, the key issue here is making it right.

Most people try to tackle PPC without having a clear distinct strategy in place, or without completely understanding how it works. If you approach PPC without knowing what you’re doing, you’re likely to bleed through your budget and come out with poor results!

Our amazing PPC team has put together this list of 6 Common PPC Conversion mistakes to be aware of

Although these are the most common mistakes, they do great harm and destroy your return on ad spend. Read on to know how you can improve your strategy:

6 Common PPC Conversion Mistakes That We Usually Do


#1 Not having Specific Goals

If you don’t have a clear objective while setting up a PPC campaign, it will be difficult to track your progress and measure success later. Having just a vague goal of ‘more revenue’ isn’t enough, you need to pen down and make a plan into how you are going to achieve this by setting more specific purposes.

Set clear and attainable goals that will help you in increasing your revenue. Examples of these might be:

  • Advertising your product or service to new customers
  • Retaining existing or old customers
  • Creating awareness of your business to a specified audience

After you have a clear idea of the distinct objectives of your campaign, you can start to create an active, targeted campaign that will be much more successful than a vague arrow in the dark.

Mostly, PPC campaigns will be centered around selling a product or a service or promoting a specific marketing initiative, but they will often serve a subsequent objective such as increasing brand awareness and improving organic SEO results.

#2 Improper Use of Keyword Match Types

It is always better to implement a shorter or clean match type setup by separating out your keyword match types into separate ad groups. This will help make data analysis more insightful and short for you.

So, try to limit your broad match use and make a more modified match. And make sure to monitor search queries daily and use negative keywords more often.

Be selective in your approach to match-types, so that you can focus well on the users your ads are displayed to so that you get the most relevant audience.

Make use of the search queries as your guide to discover revenue potential that may further expand opportunities for your campaigns.

#3 Neglecting your Ad Copy

This has to be on this list because this is hardly considered by businesses while creating their PPC campaign.

Ad copy is extremely important because it helps boost your click-through rate (CTR). Many businesses focus so hard on keywords and landing pages that they forget to pay attention to the wording of their actual ads.

Ad copy is the first thing that your potential customers will see in the search engine results pages (SERPs), which will make them click through to your website.

Be careful about wrong spelling and grammar, and don’t stuff with a lot of keywords; it’s very messy to see lots of typos and will make users less likely to click on your ads.

Always make sure to use ad extensions that allow you to communicate things like location, phone numbers, and site links, without consuming precious copy space in the ad itself.

#4 Marketing to your existing audience

Avoid targeting the SAME audience again and again.

If you’re spending a big portion of your marketing budget on social media advertising that targets your existing audience, you probably won’t get many leads or sales. Because most of these people on social media already know your business and what you have to offer.

Social media advertisement can be effective only if your offers are great enough to promote sharing, but just be careful not to overdo it. It is a much more effective way to nurture leads and transform prospective customers into loyal ones.

#5 Forgetting the human factor

One of the biggest mistakes business owners makes is creating ads and writing basic content based on a faceless audience rather than the people they should be targeting.

Here’s what you need to know – The biggest facilitators of trust in advertising are factors that resonate with human nature, such as emotions, stories, humor, value-oriented and real-life situations.

Try to address their pain points and sell what problem you’re solving and not just the product.

Pro tip: While creating PPC ads, try to focus on speaking the language of your typical customer and talk about what matters most to them.

#6 Not tracking results

If you’re not regularly testing and tracking how your ads are performing, you may be wasting your money in the process. Advertising and marketing are much of an art as it is a science.

It may be surprising to know that something as simple as changing just one word or using a different color scheme can make a noticeable difference between a scroll and a click-through.

So, make sure you are regularly measuring and regulating each campaign, and test new things until you get the results you want.


Many businesses are needlessly bringing their click-through rate down by running poorly optimized Pay Per Click campaigns. It’s just a matter of some details, having a specific goal, and creating a quality ad copy.

If you have made any of the mistakes mentioned in this article then you’re not alone, and there’s no need to worry now that you’re aware of them.

You just need to reassess your approach and move forward more strategically without making the above mistakes. Rectifying such mistakes can make a huge difference in your advertising results and you’ll see it take a turn for the better.

By learning how to set goals, properly target, use the correct keywords, write good copy, test efficiently and get to grips with the all-important Quality Score, you’ll be on the right path to improving your ROI and creating high-quality PPC

If you need any help regarding your PPC Advertising strategy, feel free to contact us on this number 9899 777 422. Happy advertising!