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How to avoid the most common errors and run campaigns

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PPC (Pay-Per-Click) advertising has the power to put your business in front of the right audience almost instantly. When managed well, it can drive steady traffic, boost conversions, and support growth. However, if not handled with care, PPC can just as quickly drain your budget with little to show for it.

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Below, we’ve gathered seven of the most frequent mistakes businesses make with PPC campaigns — and how to avoid them.

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1. Using the Wrong Keywords

Keywords are the backbone of every campaign. Yet many businesses choose overly broad or generic keywords that attract the wrong clicks. The result? Wasted budget and visitors who were never truly interested. The key is to use specific, intent-driven keywords that match what your audience is actually searching for.

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2. Targeting the Wrong Audience

One of the biggest advantages of PPC is its ability to reach a highly defined audience. But if your targeting is too broad — or worse, off the mark — you’ll pay for impressions and clicks that don’t convert. The more precise your targeting, the more effective your ads will be.

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3. Writing Irrelevant Ad Copy

A strong ad is not only clear but also relevant to both the keyword and the audience. Too often, businesses write ads that are either too vague or disconnected from what people are actually looking for. The best-performing ads are:

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• Aligned with your product or service
• Engaging and easy to understand
• Matched to the searcher’s intent

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4. Skipping the Testing Phase

PPC is not a “set it and forget it” strategy. Without testing, you’re essentially guessing what works. Regularly reviewing and experimenting with ad copy, keywords, and targeting can save money and improve performance. Tools like Google Analytics make it easier to track progress and make data-driven adjustments.

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5. Ignoring Quality Score

On platforms like Google Ads, Quality Score measures the relevance of your ads, keywords, and landing pages. A low score leads to higher costs per click. A strong score, on the other hand, rewards you with better placement and lower costs. Consistently reviewing your Quality Score ensures you’re not overspending.

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6. Sending Traffic to the Homepage

Your homepage may look good, but it’s rarely the best place to send PPC traffic. Visitors coming from ads are looking for something specific. A tailored landing page that directly answers their need will always perform better than a generic homepage.

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7. Neglecting Landing Page Optimization

Even the best ad can’t make up for a poor landing page experience. Slow load times, unclear messaging, or lack of a clear next step can turn potential customers away. Small improvements — like adding stronger headlines, clarifying calls to action, and aligning the page with ad keywords — can significantly boost conversions.

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Final Thoughts

Running a PPC campaign is not about quick wins — it’s about careful planning, consistent testing, and ongoing refinement. Avoiding these common mistakes can make the difference between wasted spend and measurable growth.

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At Friday Marketing Agency, our professional team knows how to design campaigns that actually work — focused, cost-effective, and aligned with your business goals.

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📍 Our offices:

• Beverly Hills
• Glendale

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✨ For more insights on marketing and strategy, follow Friday Marketing Agency on Medium.

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