Digital Marketing

The Most Common PPC Ads Problems & Amp; Tips to Fix Them

PPC ads problems and their fixes.

You must be using PPC ads to promote your business, and if you aren’t, then you must use them. PPC ads are a great way to market your brand and generate instant revenues. There are many more benefits of PPC ads, and it is a promising way to nurture your business growth. 

You can have tangible fruitful results with PPC ads if you make the right optimizations. There are some mistakes that often advertisers and business owners make while handling their PPC ads accounts.

Let’s discuss these problems and their fixes, so you can get the potential results from your PPC ad campaigns.

1. Low Impression Share

The percentage of total impressions your ad obtains relative to the total number of impressions it is eligible for is known as Impression Share (IS) in PPC. The remainder is referred to as Lost Impression Share (Lost IS). Here are some reasons for not getting enough impressions. 

  • In auctions, you are bidding too low on keywords, allowing your competitors to simply outbid you.
  • Your maximum budget is set to a very low amount.
  • Your adverts will be less likely to appear near the top of search engine results pages due to poor ad rank. 


When it comes to PPC optimization, it’s important to remember that impressions are the initial stage of the process. As a result, if your ads aren’t generating enough impressions, they’re off to a bad start and are unlikely to result in many conversions in the end.

  • Exact Match Type Keywords will attract qualified users, but not a large number of them. If at all possible, avoid wide match types in favor of a mix of the other match types to increase brand awareness and clicks.
  • With a limited budget, you’ll find it difficult to stand out from the crowd. Setting your budget too high, on the other hand, could quickly deplete your funds. Look for a balance that is in the upper range of your budget.
  • You can also try target impression share, which could help you increase your impression share. 
  • You can use placement targeting to choose which placements your ad will appear in. Based on your placement settings, Google Ads automatically sets your bids to show your ad.
  • You can use geo-targeting to target a certain region if you know where your audience is. This can result in more impressions from a highly relevant segment of the user base.
  • At the same time, not everyone will be online, and not every online shopper will be ready to buy. Once again, getting a better understanding of your target demographic will help you improve your ad schedule. You can change the display time of your ads to show them when they’re more likely to get clicked by qualified users.

Consider all these pointers to improve your impression share and also monitor the “Lost IS due to Ad Rank” and “Lost IS due to budget” to make suitable optimizations and reduce the lost impression share.

2. Low Click-Through-Rate (CTR)

You should consider how many clicks you’re getting as the next logical step in your PPC optimization approach. CTR is the first step towards lead acquisition after impressions; therefore, we can interpret a high CTR as a sign of relevant targeting and well-optimized ad copy. If your advertising has a poor CTR, you need to figure out what’s wrong.

A few reasons for low CTR include Low impression share, Irrelevant audience targeting, and Poor Ad Rank. 


  • You’ll attract the incorrect audience if you bid on the wrong keywords. Thankfully, this problem may be resolved by adding search terms that attract irrelevant users to your negative keyword list. You may find out what search queries your target audience is using by using keyword research tools. If you align your content, advertisements, and landing pages with these relevant keywords, you’ll attract more relevant qualified traffic in no time.
  • Low CTR is frequently caused by the low impression share. A bigger impression share will naturally draw more traffic to your website, increasing your CTR. To increase CTR, you must first address the low impression share issue we discussed earlier.
  • Your target audience will most likely be more active at specific times of the day or on specific days of the week. Schedule your advertisements for these busy periods to increase your CTR. These golden periods can be discovered by looking at your impressions and clicks data in the Google Ads dashboard.
  • Ad rank is heavily reliant on the Quality Score. You should make an effort to create intriguing and relevant ad copies for users. More relevant advertising will receive a higher Quality Score, which will result in a higher Ad Rank. Make sure your advertising points to the most relevant landing page or section of your site.

Follow these and boost your CTR.

3. Improper Use of Ad Extensions

Not having ad extensions or the right ad extensions is also a huge problem and can limit the results you are getting from your PPC ads. Google ads recommend the use of ad extensions for better performance. No ad extensions can lead to low ad quality, which will cause poor ad rank. Moreover, ads with no extensions have lower CTR than ads with extensions. 


When you log in to your Ads account, go to the Ad Extensions tab to see everything. Ad extensions supplement your ad with additional information or links. Customers will be more likely to click on your adverts if you give them additional reasons to do so.

Using ad extensions to increase clicks can be quite effective. The correct ad extensions will boost your click-through rate. Moreover, make your landing page high-converting so that visitors can simply find what they’re looking for when they arrive.

4. Non-Lead Generating Clicks

 It’s nice to get a lot of clicks, but it’s not so great if they’re all from irrelevant users who will never become leads. The step of your sales funnel where you persuade people in the consideration phase of the customer journey to become your customers is called lead generation. It’s a critical stage and a huge step toward making your PPC campaign lucrative.

Unfortunately, many PPC advertisers fail to produce leads, resulting in a halt in brand recognition. The major reason for this could be that you are overwhelming prospects with advertising, that your ad is triggered by unrelated search queries, that your ad content lacks a strong call to action, that your landing page has issues, or that you are targeting prospects incorrectly.


Here are a few things you can do to boost your lead generation.

  • Bidding on the most keywords possible is not a good idea. Instead, concentrate on those that are relevant to your products or services. To find keywords that are closely relevant to your business, use keyword research tools. This will make it simple for potential clients to locate you.
  • The crucial element that triggers a response or inspires clients to take action is your call to action. CTAs such as “Sign up now,” “Call Now,” “Get Quote,” and others can be used to generate leads. Although it may seem self-evident that people should click the ad, a strong CTA can elicit that instinct in viewers, as well as provide a preview of what they might expect.
  • Your prospects can be swayed by a brilliant headline. Examine yours and see whether it is persuasive enough. It should include important details such as your company’s name, target keyword, and location. Also, provide any information that will entice them to click, such as pricing and coupons.

You’ll have much more interesting PPC advertising if you work on your keywords, headline, and CTA. As a result, you won’t need to barrage consumers with advertisements, which only serve to turn them off. Quality is far more effective than quantity in the end.

5. Competitors are Targeting Your Brand Keywords

It’s never a good sign if you can’t get to the top of the search results for your own brand keywords. Establishing your organization as the go-to answer for specific keywords is critical when it comes to building brand awareness.

Emerging brands will occasionally utilize a similar name to a more well-known company to divert organic traffic and efficiently push their brand into the public mind in a shorter period of time. In recent years, there have been numerous examples of this, such as the numerous enterprises that use the “Insta-” prefix to capitalize on Instagram’s popularity.

The issue is that competitors can siphon off a large number of clicks from your ads, reducing your organic traffic.


  • You can outrank your competition by increasing bids on your own brand keywords. If there are only a few bids on the keyword, this method works well because you should be able to buy it for a low price.
  • If you’re serious about owning that keyword, you might be able to persuade Google to stop your competitors from bidding on it. This isn’t a foolproof solution, but if your competitors are abusing the regulations to utilize your keyword unfairly, you might have a case.
  • The quickest and most cost-effective method may be to respectfully request that your competitors remove your trademarked terms from their keyword strategy. They may agree, but if the keyword is generating a lot of leads, they are unlikely to. In the end, it’s not a bad idea to inquire.

6. Increasing Wasted Spend

One of the most crucial parts of any advertising campaign is the PPC budget. It will be worrying to see your wasteful spending expand unless you have extraordinary resources. Nobody wants to waste money, and while PPC advertising requires a lot of trial and error, you should try to achieve a balance as soon as possible. Poor ad targeting, no stated goals for the advertising campaign, no proper performance analysis, no exposure to the market, and a lack of testing and evaluation could all be contributing factors.


  • You can go above your budget limit on numerous advertising platforms, including Google Ads. This is done to increase the number of ad clicks. Your monthly budget should not exceed the amount you’ve established. This permits you to avoid squandering too much money.
  • In any PPC campaign, defining a goal is a crucial first step. It should be established before you start running ads or spending money! If you haven’t already done so, fill up the gaps in your budget by being more detailed with your campaign. Make a decision on what you want to accomplish. It could be increasing website traffic, generating leads for a new product, expanding your email list, or encouraging people to buy something. Your campaign will become more focused once you’ve established a target.
  • Examine your competitors’ PPC advertising techniques to discover what they’re doing. Look at their keywords, bidding kinds, and audience targeting to see what you can learn. A thorough competitor study will enable you to have a better understanding of your market and target audience. You can spot new prospects that your competitors haven’t yet considered, giving you an advantage.

7. Lower Conversion Rate to Click Through Rate Ratio

If your campaign’s goal is to raise brand awareness, click traffic may suffice. However, because conversions are the end goal of many campaigns, you’ll need to address this issue at some point.

It could be because of one of the following factors:

  • Irrelevance of your audience to your content.
  • Poor user experience on the landing page.
  • The bounce rate is high.
  • Your landing page isn’t optimized for mobile devices.
  • Low-potential keyword bidding
  • It’s possible that your offer isn’t very appealing.


  • Using Google Ads reports for analyzing campaign success can assist you in identifying the Key Performance Indicators (KPIs) in your PPC advertisements. You can optimize your marketing funnel and, as a result, maximize your conversion rate if you utilize these KPIs as a guide.
  • People may be confused if your landing page is busy or contains extensive content that is unrelated to the ad. It should be fine-tuned to ensure a pleasant consumer experience. Consider it a link between an ad click and a conversion – it should be a clear path to the end goal that consumers are seeking, and it should be streamlined for a positive user experience. People will abandon it if it takes too long to load or contains too many obstacles.
  • A high bounce rate is a result of a bad landing page or an ineffective offer. Consider it a warning sign that something isn’t quite right, necessitating PPC improvement. You should improve your landing page experience, match the user intent, and provide value to reduce the bounce rate. 
  • Ad relevance has a significant impact on your Quality Score and conversion rate. To find keywords that your target audience is utilizing, use keyword research tools. Bid on those phrases and write ad copy around them to boost your ad relevance and, as a result, your Quality Score.

These are the most common PPC ads problems that you might be making. So, check and fix those with the aforementioned solutions. So, start the implementations, or you can hire a PPC ads agency to manage your PPC advertising in the best possible way and deliver potential results. Do what suits you best!

Good Luck, Advertising!

Read More: Tips To Make Internet Marketing Easy

Gajendra Singh Rathore

Gajendra Singh Rathore is associated with Marketing For You- a digital marketing agency in Toronto. He is always eager to learn, experiment, and implement. Astronomy is his escape from the outside world.

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