Thanks to the rise of digital technology, many companies are gaining better business because it’s easier to reach them, thus providing them with better quality of service. Of course, this also wouldn’t be achieved with the help of digital marketing. Digital marketing encompasses many things, but one of the most effective methods is through pay-per-click (PPC) campaigns.

A PPC campaign is a way to attract more leads, sales and customers to your website by paying to be listed on search engines. PPC campaigns are a great way to target a specific audience, such as a demographic or interested in a particular product. Naturally, conducting a PPC campaign should be done correctly, meaning there’s no room for mistakes. If these mistakes are made, your marketing strategy will take the fall, which significantly affects your operations.

We’ll discuss some of the most common PPC mistakes to avoid in this article, so read on below to get started.

#1 – Not Establishing a Clear Goal

Running a PPC campaign involves a lot of effort, so you have to make sure your goal is clear. A goal is what your company aims to achieve, whether it’s new customers, more sales or a better ranking on Google.

#2 – Not Knowing Your Audience

To make things easier when you’re running a PPC campaign, it’s essential to know your audience; it’ll help you determine who will click on your ad. Most PPC experts recommend having an accurate estimate of your target audience before creating your ad. Determining your target audience will yield more results than creating an unspecific ad for everyone.

Furthermore, you’ll have to analyse your competitors’ audiences to improve your campaign. If you’re in tough competition, you’ll have to target a specific audience to gain a competitive advantage.

#3 – Poor Audience Geo-Targeting

Geo-targeting is a standard when you’re running a campaign. It helps you target the audience in their regional language and currency. For some marketers, it’s the easiest task to perform, yet also the hardest for some. If you’re marketing to customers in other countries, it’s essential to learn about their culture, local language and currency. It’ll help you find the ideal target audience for your PPC campaign.

#4 – Being Too Specific with Geo-Targeting Ads

While geo-targeting is a must with PPC, being too specific with your geo-targeting can hurt your campaign. If you’re only targeting customers in a particular location, your ads will only show up in that location. For example, if your company is based in Australia but targets customers in India, your ads will only show up in India. In other words, it won’t have an impact in Australia.

To get around this dilemma, you have to target a large area so you’ll be able to reach customers wherever they are. If you’re in a different country, you can use Google’s language tools to translate your website into local languages. It might sound complicated, but you can hire someone to do the job for you.

#5 – Not Using Keywords with the Exact Match

If you want your ads to show up on a specific keyword, make sure you use the exact match keyword to create your ad. You have to use “carpet cleaning” instead of using “carpet”. Using the latter keyword will make your ad appear on the Google search results page. However, it won’t show up on the site about your ad. For this reason, using exact match keywords are more effective as it’ll give you a better chance of getting a conversion.

#6 – Creating Too Many Landing Pages

Landing pages are designed to convert potential customers. It’s the page where you present your product or service and other information regarding the company.

Creating too many landing pages can confuse your audience. If you’re not careful with this mistake, it’ll reduce your conversion rate, which your PPC campaign relies on.


Running a PPC campaign can be a daunting task. However, if you’re able to avoid these mistakes, it will lead you to the path of success with your PPC campaign. As long as you focus on your goal and make adjustments, you’ll have a solid start for your PPC campaign.

Co Media provides top-quality services for PPC marketing in Australia. We understand that different businesses have different needs, so our solutions are customised to ensure that you’ll meet your goals. Reach out today and allow us to develop your strategy!