Pay Per Click (PPC) advertising is an area of business marketing that seems to be rapidly evolving. There are frequent updates and features that promise to give us everything we need to make our business a success.

However, as great as it is to have advanced marketing tools with lots of new features at your fingertips, you can never use them to their full potential if you can’t get to grips with the basics. This is more important than ever considering the recent changes made to the Google AdWords platform.

To help you to make sense of some of the most common mistakes made in PPC, we have put together the ones that we see very frequently.

Being too broad

One of the main aims of marketing is to try and connect with as many people as possible, but targeting too broadly is neither cost, time or resource effective.

Using too broad a match on PPC is one of the reasons that many companies waste money and bring in traffic that isn’t relevant to the product or service that you are offering. Essentially you would be paying for traffic that is not within your target market.

If your potential customer is presented with an advertisement that only broadly matches what they have searched for, then they are less likely to click through to the website. Which is counterintuitive to the purpose of PPC campaigns.

Not utilising the correct type of advert delivery

Selecting the advert delivery method is one of the first choices you make when creating a new PPC campaign. You can either set at daily budget limit and let the PPC software distribute your advert evenly throughout the day, or you can remove this upper limit and risk a high spend. This is one of the most important factor when planning a PPC campaign from a costing perspective.

Both options have clear advantages and pitfalls, and should be considered carefully before embarking on your own PPC campaign.

If you opt for accelerated delivery and find that you very quickly run out of budget, you can then make any required changes to best use the funds that you have. This could be increasing your budget or perhaps decreasing your number of bids.

Standard delivery may make you think that you can afford to advertise your business all day, every day. However, it is important to remember that it is Google who are choosing when you display your adverts, not you. This means that you could soon spend more than your means, without the reward.

Not paying attention to automation rules

If you have a business which sells online, sales are not constrained to 9am to 5pm. You may even have customers in different parts of the world that shop around the clock.

This is why automated adverts are more appropriate for certain business types. They can be set up to run at any point throughout the day or night and you do not need to closely monitor them with major concern.

This is not perfect for every business, and so it is important to be careful with these automated rules. Double check everything that you have set up and if you are not sure whether you have the right settings, get professional advice before activating your PPC campaign.

As a final tip, always do your research in to your target market before thinking of spending money on any kind of advertising campaign. Along with this, if you avoid the PPC advertising mistakes we’ve listed above you will be on your way to a successful marketing campaign in no time.