Pay-per-click (PPC) advertising is a type of advertising that allows you to choose the keywords and phrases you want to be associated with. These keywords will then have Google, Facebook, or other networks show your ad to people who search for those keywords. 

Investing in PPC advertising can be a highly effective way to bring in targeted traffic for your business, and it’s one of the most effective marketing channels available. However, like other promotional efforts, doing it incorrectly could end up wasting valuable resources. 

To help you get it right, this article highlights the most common mistakes we come across when reviewing PPC campaigns. Here are the ones you should watch out for:

1. Ignoring Geographic Targeting

PPC advertising can target people in specific locations. Most networks will allow you to target specific countries, cities, or even regions within a country. Once you have decided on your target location, you can choose the area you want to focus on to either increase sales or grow a local audience.

2. Not Using the Right Match Type

When it comes to match types, there is no one correct answer. Choosing the right match type can significantly impact your campaign’s performance. Here are some types you can consider:

  • Broad Match: This match type allows you to target broad keywords and phrases. This allows the most expansive reach possible but will also grab some irrelevant searches. This is best used in situations where your ads are new or if you’re not concerned with keyword relevance.
  • Phrase Match: This match type allows you to target individual words within a phrase. This will enable you to be more specific with your searches but will also be more expensive as you’ll pay for more clicks without an increase in traffic. This match type works best for advertisers that want to be more specific about their searches to avoid irrelevant traffic.
  • Exact Match: This match type allows you to target exact phrases, which means that it’s essential to have your keywords and exact match keywords in the same order. It doesn’t allow you to use single keywords, so it limits the size of the audience and is typically more expensive. However, it does allow for precise targeting, so it’s suitable for advertisers whose main goal is to gain and convert relevant traffic.

3. Failure to Use Long-Tail Keywords

Using long-tail keywords can increase your click-through rate and conversion rate while keeping costs low. Long-tail keywords are phrases instead of single words, which means they’re more specific and have better chances of garnering qualified leads. When using PPC advertising, it’s best to use a combination of long-tail keywords and single-word keywords.

4. Not Utilizing Negative Keywords

Negative keywords are a great way to keep your ads off irrelevant searches while saving your budget. For example, if you’re selling a brand of wine, but you don’t want to appear for searches that may be irrelevant, such as “cheap wine,” you can add “cheap” as a negative keyword. These work best when you’re struggling to get rid of unqualified traffic and can significantly increase your conversion rate.


PPC advertising is a great way to get targeted traffic. While it’s important to avoid these common mistakes, it’s also important to remember that not all mistakes are created equal. If you’re unsure of where to start or are looking for more in-depth advice, consider hiring a professional who’s experienced in PPC advertising to help you out.

Employ our digital marketing services in Caldwell, ID, and take your digital campaign to the next level. Our specialists will identify areas and keywords you’ll be able to use and create strategies that will help scale your business. Get in touch with us today!