Marketing is an investment.

Like any other investment, we’d like for it to give us a bigger return than what we spent for it.

A digital marketing method like pay-per-click ads mean you have to set aside more money than you would for, say, SEO. But the upside to this is that it’s faster. You also don’t have to keep creating as much content to bring more visibility to your brand name. You don’t have to wait too long for the results to come in.

But then again, it costs more.

When using Google Adwords for business—or any other paid advertising platform for that matter—saving your budget is a must. It may be quicker and “easier” to gain more online exposure through PPC, but you lose cash quicker too. That is, if you make mistakes with your campaign strategy.

What should we not do when planning and executing our Adwords campaign?

Not use the right keywords

You hear it all the time when you deal with SEO and Paid ads. Keywords are very important, target the right ones, and so on and so forth. And it’s true. Take the time to study which keywords are not performing or have too much competition. Take them out of the equation for the moment.

Also watch out for what is called “negative keywords”. These are terms that you do not want your ad to appear on in the search results. For example, if you’re selling

Not watch your competitors

Now, what kind of marketer doesn’t at least try to figure how other businesses made their way to success? If you want to be at the top, it’s important that you study the competition’s strategies. Determine what their strengths are, and capitalize on their weaknesses.

Not make your ad interesting

Writing for a paid ad isn’t a walk in the park. You have to write it in such a way that it’s both convincing and relevant to the potential buyer and the search engine.

Another thing you’ll want to do is add a picture of what you are selling, especially if its a physical product. Visuals will always catch a person’s eye. Besides, customers will want to see what they are buying.

Not make a proper landing page

Sure, your ad got clicks, but they will be all for nothing if you don’t have a decent landing page. This is where your ROI is truly decided. Will people leave the page or will they stay and do what you want them to do? It all depends on how responsive it is, how compatible it is on mobile or desktop, and if the content is exactly what the customer is looking for.

And a quick reminder: a landing page doesn’t mean your site’s home page. Landing pages should serve a specific purpose, be it to have people sign a form or buy a product.

Not test your ads

So, your ads are well-crafted, and you have a responsive landing page at the ready. You’re also sure that your keywords are the most appropriate, and you’ve studied you’re competitors’ every move.

But then the campaign doesn’t run as smoothly as you’d like it to.

Always remember to run tests on your ads. You never know when it will fail you. It may seem fine now, but things can change over time. Regular tests let you find problems and fix them

Remember, the goal of making a paid advertisement is not only to have as many clicks as possible. It’s to convert as many of those clicks into something that benefits your business, like people buying your product on your website.

If you want, it never hurts to get the help of a reliable PPC management agency. With an expert at the helm, you’ll definitely see your profits rising in the future, not sinking.