Are You Being Too Restrictive On Your PPC?

It’s a well-known fact that it’s quite easy to “waste” money on PPC in a very short amount of time. For this reason you will often find PPC management being overly strict and really tuning in their configuration to be too defensive. But this protective stance can have its downsides.

Lets take a look at some different ways you could be missing out of perfectly good traffic by being too restrictive on your PPC account without realising it:

  1. Out-Of-Hours Bid Adjustments

It’s a very common practice for online retail stores to adjust their bids downwards during “off-peak” or out-of-office hours, typically outside of the 9-5 range.

B2B (business to business) PPC campaigns may also seem reasonable to run during typical business hours, rather than evenings or weekends.

But the truth is, people are still searching and researching on their phones and tablets out of office hours.

You should consider loosening the reins on your bid adjustments so that your ads will be more eligible to show up 24/7.

  1. Blocking IP Addresses using a Click Fraud Detection Service

IP blocking can be very useful. Depending where in the world you live, a given internet protocol (IP) address might be associated with hundreds or thousands of different people. But click fraud software could actually be doing you more harm than good, so it could be beneficial to tweak your settings so that you’re not missing out on valuable traffic.

  1. Not using Broad Match

As with organic SEO, discounting broad match isn’t the best strategy and we often see PPC managers targeting too refined and specific exact match keywords. Exact match is great, but if you’re looking to grow, then using broad match to catch a wider audience is a good place to start. You might even need to run conventional (gasp!) broad match or dynamic search ads.

  1. Geography-based Assumptions

All PPC managers do it, and more often than not with very good reason. Excluding certain countries from your PPC ads is good practice, but when it comes to tuning, excluding certain cities or counties from your campaign just because you don’t traditionally have clients or customers from that particular location could mean you’re missing out on traffic. By all means adjust your bids accordingly based on location, but don’t just “turn off” locations because you don’t think you’ll get any customers from there.


Has your PPC campaign been performing poorly recently? It may be worth taking a look at the above factors, tweaking your settings and seeing if your traffic improves as a result. As with all SEO, PPC is about managing, analysing and tweaking your campaign to see what works best for your business and your target audience.