Taking advantage of Pay-Per-Click (PPC) advertising is one of the easiest ways to dramatically expand the traffic your site receives in a very quick amount of time. If done right, the advertising mechanism allows you to easily set a budget so you’re only spending money on potential clients and not wasting your money. However, many people run into a variety of problems in their campaign and end up not making nearly as many sales as they could. Fortunately, we have the answer; we’ve laid out the six most common PPC pitfalls, how to identify them and how you can get your campaign back on track.

You’re not changing your keywords

Either your keywords are working or they’re not. Both demand action. Invest further into the ones that are working well so they continue to give you a good ROI. And for the ones that aren’t working so great, it might be time to reevaluate. Go back to your keyword analysis and adjust the keywords you’re using in your ads (and on your website). Remember that keywords change over time depending on your business and the market. You need to keep up.

You forgot to take advantage of extensions

Ad extensions get your ads seen by more people while providing more information. Essentially, an extension is a link to a specific part of your website that goes below your PPC ad. They usually end up costing a little bit extra, but it’s a price well worth paying. Extensions boost your ad’s search ranking and let customers easily find details like your business address, phone number, products page, social media accounts and more.

Your advertising target needs to be reassessed. Or established.

When it comes to designing an appropriate PPC campaign, you should determine what demographic(s) you’d like to target. However, it’s not as easy as a one-step process. Often times, you may select the wrong target consumer. If you’re not getting the numbers you want and you’re not positive about your target population, try changing it up. Remember, you can always change it back.

Your website’s not actually what you’re advertising

It’s no surprise that Google’s really smart. One thing they’ve focused a lot on is filtering out ads that exaggerate or falsely represent a site, even accidentally. Just to be safe, always double-check to ensure that your advertisement accurately represents your website and your business, otherwise you might find it at the bottom of search rankings.

You haven’t updated your negative keywords list

Make sure you take advantage of Google Adwords’ negative keywords list. The list allows you to target keywords that you don’t want to target so you’re not paying for a search that might contain your keywords, but has nothing to do with your website. The English language is generally pretty vague and can sometimes end with you wasting money. So as you’re reevaluating your keywords list, take a look at your negative keywords list too.

You’re not contacting a professional

If you’ve tried all of the above fixes and you’re still struggling to decide on your next step, try calling or emailing a professional PPC advertiser. You won’t have to break a (virtual) sweat—these people are trained to help you make the most out of a PPC ad campaign.

If your PPC campaign isn’t working how you imagined, it’s probably not a hard fix. The first step is figuring out the problem. Hopefully, this list will help you easily identify any potential problems with your PPC campaign and let you get the most out of it.