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4 Common PPC Mistakes to Avoid in 2021

There is so much to stay on top of when running a successful Google Ads campaign, which is why many marketers find themselves making mistakes at one point or the other. Also, strategies that worked some years ago may not be so great today given changes that occur over time. That is why it helps to partner with a seasoned ppc company that keeps its arsenal of tricks and tools fresh and can fashion a strategy that appeals to your business objectives. Let’s take a look at some of the common PPC mistakes that you should avoid in 2021.

1. Keeping your Focus on Attaining the First Position

It is common for people managing PPC campaigns to strive for the first position as it naturally looks great to be above everyone else in a competitive environment. It may also get you a pat on the back from the client but, however, is a classic PPC mistake that you must endeavor to avoid. The best way to go is focusing on the ROI as competitive keywords for the number one position can be costly while a second or third placement can still generate a huge amount of clicks for far less.

2. Avoiding Negative Keywords

You must craft your strategy so as to avoid clicks from people that have no intention of spending money on your services or products. The default Google setting is to display ads for phrases that are unlikely to result in a conversion such as “cheap” and “free”. You can avoid such a scenario by taking advantage of Google’s negative keywords list. It gives you a way to improve your ROI by avoiding time wasters.

3. Not Employing Dedicated Landing Pages

Landing pages have a huge impact on PPC campaigns as they influence the relevancy and quality score of your ads. They are also the first point of contact for users, which is why it makes no sense to send every visitor to your homepage. You must create enough great quality dedicated landing pages to increase your conversion rate and save money in the long run. Your overall strategy will depend on the keywords being targeted as some will still deliver in the absence of dedicated landing pages.

4. Not Optimizing your Landing Pages

As stated before, the landing page plays a vital role in PPC campaigns. That is why you must spare a healthy amount of effort to optimize it as opposed to concentrating on the campaign and ads. Every ad must funnel users to a relevant landing page with which customers can engage and turn in to paying customers. You can take advantage of A/B testing to continuously optimize landing pages.


Other mistakes that you need to keep an eye out for include not using ad schedules or ad extensions, having a slow website, ignorance of your customer’s lifetime value, not using location targeting, and failure to immunize yourself from click fraud. ROI Mantra is a PPC company that offers proven PPC services in Delhi, India. To learn more about how we can help with your PPC campaigns, call +91-120-466-3004 or email You can also fill out our contact form.

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