When it comes to setting up your digital marketing plans, one of the most important things you must pay attention to is your pay-per-click (PPC) campaigns. These cost considerable resources to run, especially if you have multiple campaigns running simultaneously.

If your PPC campaigns are executed poorly, you will run into problems like poor representation in the market and customers clicking off your website. You want to avoid these issues as much as possible to make good use of your overall budget.

In this guide, we will show you how to do that, as we look into the areas where businesses make common PPC mistakes. We will also go over how you, as a business owner, can avoid these errors in the first place. The main goal is for you to secure great returns on investment for more marketing plans and steady conversions that lead to your business’s expansion.

Common Error-Prone PPC Areas

While you conceptualise your next PPC campaign, be sure to pay attention to the following areas and have your digital marketing agency validate your efforts:

1. Keywords

As the golden standard for SEO, having the right keywords integrated into your PPC campaign is crucial. It is what sets you apart from other niches and allows you to compete with different businesses online.

Most businesses often discount this, as they only pay attention to broad keywords without any specifics on location or category. This makes their overall digital marketing campaign either uninteresting or a waste of time and money.

Avoid broad keywords and choose specific or targeted ones instead. For example, you don’t want to just use the keyword “digital marketing agency” for your business because there are multitudes of this type of service online.

You want local businesses to find you, so you use “digital marketing agency in Cambridge” instead. Using relevant or targeted keywords helps you tailor and secure your online presence successfully and maximise your PPC campaigns.

2. Key Metrics

Because using money for viable clicks is an element in PPC campaigns, you have to consider the specific metrics involved. These mostly concern the different rates that will determine how much you need to pay.

It also helps to define the success of your marketing plans that will determine future success, too, if you want to relaunch a PPC campaign. In terms of metrics, look at the click-through rate and conversion rate to assess how viewers respond to your campaigns.

For metrics concerning the budget, note the cost-per-click or cost-per-acquisition.
Keeping an eye on these metrics will help you improve your marketing and focus on what is getting people to click or buy. Think of them as a gauge for your success, and make the necessary adjustments once you identify any problems.

Tips to Avoid PPC Mistakes

Now that you are aware of the common areas of error surrounding PPC campaigns, take note of the following tips to avoid them:

1. Always test before hitting publish

Never pay for any campaign that is not going to be effective in pulling in customers. Do market testing like conducting a focus group discussion centred on the campaign. You can also rely on making multiple ad versions then running them through a test to find the most successful one. This will foolproof your PPC campaign and save you money for more efficient and reliable marketing tactics.

2. Never invest in PPC without understanding its ROI

What are your goals as a business? The answer should reflect in all your digital marketing campaigns, especially PPC. Your campaigns must be defined by goals in the form of conversions or returns on investment. If your ads are not meeting these targets, you are just wasting time and money.

3. Get digital marketing agency’s assistance

Instead of starting from scratch, put your PPC campaigns in the hands of trusted digital marketing specialists who have been in the industry longer and can make your budget work. This means you don’t need to spend extra time going through the learning curve of digital marketing and staying optimised as an online business. The pressure to deliver is released, and the room for error is kept to a minimum.


Invest your marketing budget in error-free PPC campaigns by following our guidelines, and stay determined to reach new customers today!

Are you looking for a professional digital marketing agency in Cambridge? We are Clickscope Digital, your team of professional digital marketing specialists committed to helping you publish quality PPC campaigns and effective SEO-driven efforts. Consult with us today and dominate your niche.

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