If your PPC campaign is costing you more money than you’re making, odds are you’re committing some of these common, deadly PPC mistakes.
1. Not Testing—Achieving optimal performance from your PPC campaign is going to require constant attention and tweaking on your part. In other words, PPC isn’t something you just set one time and forget about. You need to test multiple variations of your ads for click through rate, conversion rate, and bounce rate. Constant testing is the only way you’ll discover the most profitable PPC formula for your needs.
2. Writing Generic Ad Copy—Too many companies seem content with mimicking the PPC ads of their competition. While there’s something to be said for using what’s proven to work, there’s also something more to be said for differentiating yourself from the competition. After all, if a searcher sees 3 PPC ads that are the exact same, what motivation do they have to click yours instead of either of the other 2? Set yourself apart with powerful, compelling PPC copy that demands to be clicked.