PPC is more competitive than ever.

According to Optmyzr, search CPCs are up 22 percent year on year.

Because it’s getting more expensive, if you want to generate ROI from search advertising, you need to be on your A game.

Remember, this is competitive. You need to be better than the other advertisers if you’re going to generate the highest ROI.

So, today we’ve brought a very special guest onto the Thinkplus podcast – Tom Goodwin, our head of PPC.

We break down some of the most expensive mistakes we see PPC advertisers making.

Timestamps

00:00 — Intro
01:37 — Not Bidding On Your Own Brand
07:01 — Ignoring Quality Score
13:47 — Spelling Errors
16:36 — Sending People to 404 Errors
19:58 — Offers That Expire
22:00 — Not Using Audiences
27:40 — Not Using Broad Match
34:14 — No Performance Max or Only Performance Max

What to Listen to Next:

• Google’s AI Overviews to Reach 1 Billion Users by Year-End ⁠⁠
• Why GEO is the New SEO (and How It Works) ⁠⁠
• The Best B2B Marketing Strategies for 2025