Whether you’ve just started with PPC or work in the industry for years, you still remember a mistake that you’ve never thought you could make. After all, human errors are part of our nature.
Every PPC professional is guilty of making at least one mistake at some point[1]. Whether it was important or not, it’s good to recognise it to make sure you’re not repeating it.
We’ve decided to focus on the most common mistakes you can make[2] when it comes to PPC and here’s a list that can serve as your next checklist on the mistakes you need to avoid.
Wrong targeting and bidding
An important part of a successful PPC strategy is the right targeting. Just because you have the ideal target audience in mind from previous campaigns doesn’t mean that you can guarantee future success.
The wrong audience for a particular campaign or objective cannot bring the desired results, that’s why you need to be careful when setting up your targeting options.
For example, you can narrow down your audience by selecting to use the option of ‘target and bid’. This option allows you to reach the people who are on your retargeting list without wasting your budget on users who wouldn’t meet your criteria. However, it’s common to overlook this tactic to use the ‘bid only’ option that can lead to confusing results, from lower traffic to expensive ads.
Another way to make a targeting error can occur if you’re not excluding the people you don’t want to reach. If you are remarking to a particular audience and you don’t narrow down your options, you risk paying more without seeing the desired goals. In a similar