Pay-Per-Click (PPC) is an online marketing model. Google AdWords is the PPC service offered by Google. Most businesses deploy PPC to promote their content, website, and brand by targeting specific keywords to generate leads or traffic. Google AdWords makes it possible for people to see a business’s ad when searching Google. Therefore, knowing how to use AdWords effectively is a great asset.

Pay-Per-Click: Avoid Common Mistakes

Here are some of the common mistakes made by businesses using Google AdWords.

Keyword Stuffing

Using too many keywords is by far one of the most common mistakes people make. This mistake happens in the ad group section where Google wants you to compile keywords that have similar themes. So, for example, if the keywords are all doctor themes, instead of using terms like neurology doctor, pediatric doctor, or dermatology doctor, opt for a more specific ad group to allow more control. An example of that would be: [Neurology Doctor], [Neurology Doctor California], “Neurology Doctor,” +Neurology+Doctor+California.

Know the exact keywords you’re spending on, create a spectacular landing page that’ll match your ad, and make your ads precise.

One Ad Per Group

Having one ad is a disaster – never do that. No less than three ads per group are recommended because it allows testing multiple ads to see which ones generate the best results.

Emotionless Ad Copy

Sterile ad copy falls flat. Emotional triggers are essential while writing ad copy. For example, if you are promoting a pet product, adding a phrase like, “Pets are our best companions” or “people who genuinely love their pets…” will grab your audience’s attention. An emotional trigger is always a win-win.

No Call to Action

What specific actions do you want your target audience to take when they view your Pay-per-click ads? Tell them. “Contact us here,” “Download this coupon,” “Click here to…” are some excellent examples. Never assume – always add a Call-To-Action.

Not Separating Display and Search Ads

Advertisers conversant with pay-per-click campaigns know that they must always separate display ads from search ads because they are not the same thing. People come across search ads when they are already looking for your product and see display ads because they were targeted after watching a video, reading emails, or browsing the web. Knowing the difference will allow you to develop a strategy best for your company. To avoid this error, uncheck the box by default while setting up your ads.


Do you need some more help using Google AdWords? Contact StickyLeads. Our pay-per-click experts can recommend the most efficient and effective way to use this advertising tool. Call us at 757-390-0748 and find out what we can do for you.