Pay-per-click ads are quite a popular marketing strategy, with many businesses using this to promote their products and services. They’re best known for the copious results that they can bring forth, which is why it becomes a head-scratcher when you hardly get any return for the time, energy, and money that you’ve invested into your ad campaign.

There are some limits to consider in your strategy. You can’t control all the factors when it comes to optimization, after all. If you’re going by the success of your competitors, you’ll need to make sure that you’re in it for the long haul since the results will take a while before showing up.

All you can do is plan each step that you’ll need to take in order to have a successful campaign and get the insight of a marketing professional to figure out the best way of management. With their guidance and better mindfulness, you can look out for and prevent any mistakes.

To get you started, here are some PPC campaign planning and managing issues to avoid:

1) Poor Execution

If you’re planning a pay-per-click campaign, the first thing that you need to do is to come up with an effective landing page. The overall message should be clear, and the call to action shouldn’t be confusing. In other words, you need to lead your visitors to the conclusion that you want them to come to, so it may be wise to include a FAQ section.

2) Broken Links

You can have the most lovely website or landing page in the world, but if you don’t put in the effort to make sure that it’s working properly, you’re just wasting your time and money. Having broken links on your landing page may lead to a loss of potential business and even give you a bad reputation. Get an expert to refine your website links better.

3) Questionable Copy

When you’re generating a PPC ad, you need to make sure that it contains a copy that is as effective as it can be. This means that you need to test it out on your audience to see how they react to the message that you’re getting across. An agency can run A/B testing sessions to ensure that you’re publishing the best possible one.

4) Lack of Tracking Metrics

Pay-per-click advertising is about metrics, keeping track of impressions, clicks, click-through rates, and more. With an agency managing your campaign, it’s a good idea to ask them to give you periodic reports to make sure that these metrics are steadily increasing over time.

5) Wrong Audience

Different ad networks allow other targeting options. If you’re not careful with your choices, you may end up with people who won’t be interested in your products and services. Be very specific about the audience you want to reach to ensure that you’re getting the best results.

6) Inconsistent Management

The most common pitfall of encountering PPC campaign management issues is becoming too lax. If you’re not consistent with your monitoring and management, you won’t get the most out of your advertising campaign. Be on top of your ad network more in terms of traffic and results.


PPC campaign management can seem like a daunting task to handle. But if you get a professional to look into your campaign and make the necessary adjustments, then you can be sure that you’ll see the benefits. Have a fresh set of eyes and do what you need to do.

Need a PPC management expert? Pay Per Click Authority has been offering affordable PPC management for small businesses since 2010. Get in touch with us today!