What I find again and again when auditing new PPC accounts
By Raju Ram Prajapat · rajuram.com
Still the most common issue in new accounts. Your ads keep showing for searches that will never buy.
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Paid visitors need a landing page that repeats the ad's exact promise and offers one clear action.
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Without it you optimise for clicks and impressions, not calls, forms and sales.
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Tightly themed ad groups beat broad ones on ad relevance and Quality Score.
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Most campaigns need 2-4 weeks of real data before you can judge them fairly.
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If the landing page is slow on a phone, much of the spend is wasted, however good the keywords are.
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A 15-minute weekly search-terms review catches most of the wasted spend.
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Every step in detail, with FAQs, on rajuram.com.
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