11 PPC errors uncovered in recent B2B audits

A recent analysis of B2B audits has uncovered 11 common errors in Pay-Per-Click (PPC) advertising, highlighting persistent challenges for marketers despite the increasing automation of ad platforms like Meta's Advantage+ and Google's Performance Max. The audits, conducted across both in-house teams and agency clients, reveal that a deep understanding of these sophisticated systems remains uncommon, leading to costly mistakes. On LinkedIn, a critical platform for B2B engagement, advertisers are frequently making errors such as neglecting audience targeting altogether, resulting in ads being shown to irrelevant demographics like students and interns instead of the intended professional audience. Furthermore, even when targeting is implemented, a lack of ongoing adjustment allows for the inclusion of inappropriate professional titles, such as sales professionals, in campaigns focused on growth, thereby wasting ad spend. Another prevalent issue is the reliance on all automated default settings, which can lead to ads appearing on lower-quality inventory due to features like audience expansion being left unchecked. These findings underscore the need for skilled account management to navigate the complexities of modern advertising platforms and optimize campaign performance.