For many businesses, Pay Per Click advertising is their go to tactic for paid media. Pay Per Click has been the largest spend for over 85% of online advertisers since its inception. However, with the market being saturated, it can be difficult to market your ads to maximize your clicks. The first thing any advertising team must do is to eliminate the mistakes. Here we list 3 of the biggest mistakes that PPC advertisers make:

3 Reasons Your Pay Per Click Campaigns are Tanking

  1. Your Ad Stinks

Listen, no matter how many metrics you can drown yourself in… no matter what new analytic buzzword is being written about on the digital marketing blogs… no matter what new secret trick is being spewed by the experts, one truth remains about pay per click ads:

  • They mustn’t suck

Look at your PPC ads. Are you proud of them? Would you run them in a magazine? If you were handed budget to run that on page 3 of the NY Times, would you use that ad?

Granted, print ads have a different structure, but, the content of the ad is key.

Frankly, most PPC ads are nothing more than follow-the-leader, me-too marketing pieces that are written with weak wording, and yawn-inducing calls to action.

Your headline must be strong. If it wouldn’t pull in a newspaper, sales letter, magazine, billboard, or direct mail piece, then it won’t pull on Google, either.

You can take a different approach. You can get more creative since the feedback loop is faster. But, if the headline is weak, forget about sales.


You literally have to drag someone by the eyeballs from the white, black, and blue jungle of the SERP to your ad. To do that, you need a strong headline.

You get very limited space in the body, so make it count. If you’re giving something away for free, say it now or lose the sale. PPC ads are nothing more than headline/subhead/CTA. Don’t waste even one character of space.

  1. Your Landing Page Stinks

You wrote a great ad. Congrats.

Now, go make sure your landing page matches the content of your ad, represents the product or service that you sell, and is written with a strong headline, strong benefit-rich copy, and a benefit-rich call to action.

Where most businesses fail with their Pay Per Click Ads

Where most businesses get into trouble is trying to send 100+ keyword-driven ads to the same (or a few) landing pages. Using broad match over a litany of keywords is fine… if you can match the content to the keyword. We all use the internet in a similar way. We are multitasking, multi-windowing, and listening to Adele’s new album while shopping for running shoes. And our phones are buzzing with texts, SnapChats, and Whatsapps.


In that chaos, you can not expect your customer to make the subtle (but really profound) leap between what they searched for, what they saw in your ad, and what they’re now reading on your page. It’s kinda close but not exactly what I’m looking for… lemme go back to Google and keep looking.

  1. Your Bids are Too Low

In the early stages, it pays to overbid. The number of clicks your ad gets plays into how much a click costs, where the ad is displayed, and the overall adrank.

Early on, it’s better to pay extra and get those clicks so you can:

  • Get a better adrank
  • Formulate data about which keywords are working, which landing pages are testing the best, and which headlines are pulling leads

After you gather this info, you can begin to scale back, underbid, then work your way up.

But, this only works if the first two rules are followed. No matter what your bid, bad ads produce no leads. Check out Retaliate1st and our PPC services to optimize your campaigns and save you time and money.

Getting to the top of the Google rankings can be extremely difficult, especially in a competitive market. But, it is possible if you optimize your website in the right way. SEO or Search Engine Optimization is so ubiquitous at this point that it’s very meaning has become lost in the shuffle. This leads to much confusion about how a business should optimize its website.

organic traffic

This causes two problems for business owners:

  1. You either have to hire an SEO firm. Finding a good one can take a lot of expensive trial and error.
  2. You need to learn how to do SEO by yourself. This can take years, and the rules of the game constantly change. If you’re not a marketer or computer genius, mastering it alone is near impossible.


You can make your digital marketing life much easier by knowing what to look for when hiring an SEO firm. If you’ve handed your site over to a pro, but aren’t getting results, see if they’re making any of these mistakes:

5 Common SEO Mistakes for Business Websites

  • Entering duplicate material on your site’s pages or blogs – identifying duplicate content is essential because most of the search engines do not accept duplicate material. This will crush your ranking. There are tons of solid tools and software available to check for duplicate content.
  • Using bad backlinks – links to unrelated pages or directories; or to spam websites- spam links coming into your site is a sure-fire way to kill your rankings.
  • Over-Optimization of required keywords – Although putting your target keywords as much as possible can be a good idea, blatantly over-optimizing will hurt your SEO strategy. Make sure your text sounds natural, and you aren’t stuffing in keywords to please Google. If a human would have trouble reading your text, Google will penalize you
  • Bad Page Titles – When someone searches for the target keywords, the search engine displays the title page in search results. Try to make your title page with limited characters, while hitting relevant key phrases (again, naturally)
  • Image Optimization and Poor Meta Description – A search engine can recognize images in text form only, so it’s best to optimize your image with target keywords or phrases. Imagine describing the image to a non-sighted person. Meta data may not directly help with rankings, but Google does display it on the results page, so it is useful for drawing in visitors and helping you stand out in the crowd of results.


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