For those who are just starting out in PPC, mistakes are very easy to make, and quite often, they are completely avoidable.

Whether these are made when creating ads, or there is just a lack of testing, getting it right from the off could save thousands of pounds every month.

With that in mind, here are the most common mistakes that you might want to avoid.

5 - Infrequent logins

Quite possibly the most common reason that many businesses fail at PPC is because they do not log into the Adwords account enough.

In fact, only one per cent of small businesses are said to log in to Adwords on a weekly basis.

For Adwords to work properly, people need to be logging in on the account for at least 30 minutes a week, and even that can make a large difference.

4 - Neglecting the landing page

If you’re talking about 50% off sales in your advert, you need to repeat it on the landing page. By failing to do this, people won’t see what you’re getting at and they will simply leave.

Also, don’t try to be clever about it, be clear on what you’re offering. Instead of having copy like ‘We are the best’, choose something with urgency, like a limited special offer.

3 - Blanket copy

No one enjoys receiving emails that have been sent out to masses of people, and the same goes for viewing ads.

Not only will blanket copy reduce the relevancy of each ad, but also the quality score, which will lower your overall positions.

Write in the keyword that triggers the ad in the ad text, and if keywords are separated into groups based on categories, the ads should be modified to suit the keywords within that group.

2 - Sticking with outdated ads

It is important to remember that an advert is supposed to represent the very best of your business, so keeping old ads for too long is going to make your company look dated very quickly.

Ads need to be updated as soon as the content is no longer relevant to what is happening in the company.

It is important to remember that an ad is easy to create as long as you are prepared and have the right materials around you.

1 - Suffocating your PPC budgets

When planning your account, it is important to ensure that you have managed your budget effectively to avoid budget suffocation.

Placing too many ad groups, or having too many different ad roles within one campaign may result in your money being spent quickly and unevenly.

Daily budgets are set at campaign level, so if you have two ad groups where one does not convert in the same campaign, the budget will be evenly shared between the two.

To avoid this, split them into separate campaigns and assign them their own budgets so that the one that flounders will not squeeze the funds.