5 Common Mistakes You Must Avoid in Paid Search

A well developed paid search campaign will significantly increase your website traffic. More and more people are using the paid search as a standard digital marketing tool. The process is very simple and the whole campaign can be launched in a matter of minutes. The current platforms are easy to use, and you don’t need a certain level of expertise to understand how to work effectively with them. However, there are some things that could affect your campaign in a negative way. That’s why, we will present you the 5 most common mistakes that you must avoid during a paid search campaign.


1) Having a bad landing page:

This is the most common mistake that could affect the outcome of your campaign. A well developed paid search campaign is useless, if the landing page is irrelevant and badly written. That’s why, you must ensure that you have a relevant and simple to read landing page. If you don’t, the potential customers might get disappointed. Even though they will visit your page, they won’t find what they were looking for and they will leave it shortly after. Also, you should remember that the homepage is not the same thing as the landing page. A landing page must contain the specific information / products from the keywords.

2) Lack of negative keywords:

Positive keywords are the priority in a paid search campaign. However, you should focus on negative keywords as well For example, if your company sells only vacuum cleaners, but not vacuum cleaners for cars, you should add that phrase to the negative keywords list. This way, you will prevent any irrelevant customer from clicking your ad and therefore, you will save money.

3) Not enabling the geographical targeting feature:

It’s proven that the customers will always prefer a local business over a global one Also, if you’re running a service based company, it’s important to enable the geographical targeting. Make sure that your campaign only addresses to your target audience and not anyone else.

4) Making your campaigns mobile incompatible:

When you’re developing a paid search campaign, you shouldn’t forget about the mobile users. More and more people are using mobile devices for their searches. That’s why, you should make a mobile friendly landing page, which addresses to them. When doing this, you shouldn’t forget about the “Call me now” feature. It allows the customers to contact you more simple, with just a single swipe.

5) Bidding to low:

This mistake mostly applies to the PPC type of campaigns. As you might know, you will have to pay a certain amount of money, for every person that accesses your ad. This amount varies a lot and it depends on situational factors. If you bid too low, your ad will not appear in the users search suggestions and therefore, the whole campaign will be useless. If you bid too high, you will pay extra for your campaign, with no particular advantage. That’s why, you need to find a balance and to bid the right amount.


Paid search campaigns are very useful and once you learn the basics, they will be really simple to manage. Make sure that you stay updated with all the new trends. Also, you shouldn’t take random decisions and everything must be analysed before.

Remember that digital marketing is continuously developing. If you want to master the paid search campaigns, you have to keep an eye on all the new trends, updates, and learn how to implement them. Don’t consider this a waste of your time, because it’s rather an investment in your company and your future.

Author Bio: – Martin Brown is the Marketing Executive of Top SEO Rankers based in New York. Top SEO Rankers evaluates and lists the top Digital Marketing firms and also gives SEO service providers a direct channel for prospective leads to find them.