5 Pay Per Click Mistakes That are Costing You Conversions

pay per click mistakesPay Per Click (PPC) advertising effectively drives targeted traffic to your website and generates leads or sales. However, if you're not careful, PPC can quickly become a money pit that drains your budget without producing the desired results. This blog will discuss five common PPC mistakes that could cost you conversions.

Lack of Keyword Research

One of the businesses' biggest mistakes when starting a PPC campaign is not conducting proper keyword research. You need to research and select the right keywords to save your budget on effective ads that don't reach the right audience.

To avoid this mistake, use Google's Keyword Planner tool to identify relevant keywords for your business. It would be best to analyze your competitor's ads and landing pages to see what keywords and phrases they're targeting.

Once you have a list of potential keywords, use a tool like Ahrefs or SEMrush to analyze their search volume and competitiveness. You want to choose keywords with high search volume and low competition so your ads are more likely to appear at the top of search results.

Poor Ad Copy

Your ad copy captures the attention of potential customers and entices them to click on your ad. You'll likely generate clicks and conversions if your ad copy is strong and well-written.

To create compelling ad copy:

  • Keep it short and sweet.
  • Focus on the benefits of your product or service and use action-oriented language to encourage clicks.
  • Use powerful words like "free," "proven," and "limited-time offer" to create a sense of urgency and exclusivity.

It's also important to include a clear call-to-action (CTA) in your ad copy. Use phrases like "Buy Now," "Sign Up Today," or "Learn More" to encourage clicks and conversions.

Ignoring Negative Keywords

Negative keywords are words or phrases that you don't want your ads to appear for in search results. For example, if you sell high-end luxury watches, you don't want your ads to appear for searches related to cheap or discount watches. With negative keywords, your ads could appear for relevant searches, saving your budget and reducing conversion rates.

Review your search terms report in Google Ads to identify negative keywords and look for irrelevant or low-converting search terms. Add these terms to your negative keywords list to ensure your ads don't appear for these searches in the future.

Poorly Designed Landing Pages

Your landing page is where potential customers land after clicking on your ad. If your landing page needs to be better designed or more straightforward, you will likely lose potential customers before they convert.

To create effective landing pages:

  • Keep them focused and straightforward.
  • Use a clear headline and subheadings to communicate the benefits of your product or service.
  • Use images and videos to showcase your product and make it easy for visitors to convert.

It's also important to ensure your landing pages are mobile-friendly. With more than 50% of searches now conducted on mobile devices, your landing pages must be optimized for all screen sizes.

Failing to Track Conversions

Without tracking, you won which ads are the most leads or sales. It makes it challenging to optimize your PPC campaign and improve your ROI. To track conversions, set up conversion tracking in Google Ads.

This will allow you to see which ads generate the most conversions and adjust your campaign accordingly. Using Google Analytics to track visitors' behavior on your site from your PPC ads would be best. This will allow you to identify which pages are most effective at converting visitors and adjust your landing pages accordingly.


PPC advertising can be a powerful tool for generating leads and sales, but avoiding these common mistakes is important. You can optimize your PPC campaign and improve ROI by conducting proper keyword research, creating compelling ad copy, using negative keywords, designing effective landing pages, and tracking conversions. Contact SOAP Media today to get started.