PPC Advertising Tips and Strategies

PPC Advertising

PPC advertising is a powerful tool for businesses looking to increase their online visibility and drive targeted traffic to their websites. By understanding the fundamentals of PPC advertising and implementing effective strategies, businesses can achieve successful campaigns that generate high return on investment (ROI). In this article, we will explore key tips and strategies for running successful PPC advertising campaigns.

PPC Advertising Tips and Strategies

Key Takeaways

  • Define clear campaign goals to guide your PPC advertising efforts.
  • Choose relevant keywords that align with your target audience’s search intent.
  • Create compelling ad copy that grabs attention and entices users to click.
  • Design effective landing pages that provide a seamless user experience.
  • Monitor and analyze campaign performance regularly to make data-driven optimizations.

Understanding PPC Advertising

What is PPC Advertising?

PPC Advertising, or Pay-Per-Click Advertising, is a digital marketing strategy that allows advertisers to display their ads on search engines and other online platforms. Advertisers only pay when their ad is clicked, making it a cost-effective way to drive targeted traffic to their websites. With PPC Advertising, businesses can reach their target audience at the right time and place, increasing their chances of generating leads and conversions.

PPC Advertising works by bidding on keywords that are relevant to the advertiser’s products or services. When a user searches for those keywords, the search engine displays the advertiser’s ad. The position of the ad is determined by factors such as the bid amount, ad quality, and relevance to the search query. This ensures that the ads are shown to users who are actively searching for what the advertiser offers.

To maximize the effectiveness of PPC Advertising, advertisers need to carefully select their keywords, create compelling ad copy, and design effective landing pages. They also need to continuously monitor and analyze the performance of their campaigns, adjust bids and budgets, and test and refine their ad campaigns to improve their ROI.

Benefits of PPC Advertising

PPC advertising offers several benefits for businesses looking to increase their online visibility and drive targeted traffic to their websites. One of the key advantages of PPC advertising is its immediate impact. Unlike organic search engine optimization (SEO) strategies that can take time to produce results, PPC campaigns can generate instant visibility and drive traffic to your website as soon as the ads are launched.

Another benefit of PPC advertising is its targeted approach. With PPC, you have the ability to choose specific keywords that are relevant to your business and target audience. This allows you to reach potential customers who are actively searching for products or services similar to what you offer.

Additionally, PPC advertising provides measurable results. Through various tracking and analytics tools, you can monitor the performance of your PPC campaigns and gain insights into the number of clicks, impressions, conversions, and return on investment (ROI) generated by your ads.

In summary, PPC advertising offers immediate impact, targeted reach, and measurable results for businesses seeking to enhance their online presence and drive qualified traffic to their websites.

How Does PPC Advertising Work?

PPC advertising works by allowing advertisers to bid on keywords that are relevant to their products or services. When a user searches for a keyword, the search engine displays ads that are related to that keyword. The position of the ads is determined by a combination of the bid amount and the ad’s quality score.

Advertisers only pay when their ad is clicked, hence the name “pay-per-click” advertising. This model allows advertisers to control their budget and target specific audiences.

To ensure the success of a PPC campaign, it is important to conduct keyword research and choose relevant keywords that have a high search volume and low competition. Advertisers should also create compelling ad copy that entices users to click on their ads.

Additionally, advertisers can use ad extensions to provide additional information or features in their ads, such as phone numbers, site links, or callouts. These extensions can improve the visibility and effectiveness of the ads.

Setting Up a Successful PPC Campaign

Defining Your Campaign Goals

When setting up a PPC campaign, it is crucial to define your campaign goals. This step will help you determine the desired outcomes and metrics you want to achieve. Whether it’s increasing brand awareness, driving website traffic, or generating leads, clearly outlining your goals will guide your entire campaign strategy.

To effectively define your campaign goals, consider the following:

  • Specificity: Be specific about what you want to achieve. Instead of aiming for ‘more website traffic,’ set a goal of increasing website traffic by a certain percentage.
  • Relevance: Ensure your goals align with your overall business objectives. They should contribute to the growth and success of your business.
  • Measurability: Define metrics that can be tracked and measured. This will allow you to evaluate the success of your campaign and make data-driven decisions.

Remember, defining your campaign goals is the foundation of a successful PPC campaign. It provides clarity and direction, helping you make informed decisions throughout the campaign.

Choosing the Right Keywords

When it comes to choosing the right keywords for your PPC campaign, it’s important to consider several factors. First, think about the relevance of the keywords to your business and target audience. You want to select keywords that accurately represent your products or services and align with what your potential customers are searching for.

Next, consider the search volume of the keywords. High search volume keywords may seem appealing, but they can also be highly competitive, making it difficult to achieve a high ad rank. On the other hand, low search volume keywords may have less competition but may not generate enough traffic.

To help you make informed decisions, it’s crucial to conduct keyword research. Use tools like Google Keyword Planner or SEMrush to identify relevant keywords and gather data on their search volume, competition, and cost per click (CPC).

Once you have a list of potential keywords, organize them into groups based on their relevance and search intent. This allows you to create targeted ad groups and tailor your ad copy to specific keywords and audience segments.

Remember, choosing the right keywords is a fundamental step in setting up a successful PPC campaign. Take the time to research and analyze your options to maximize the effectiveness of your ads.

Creating Compelling Ad Copy

Creating compelling ad copy is crucial for the success of your PPC campaign. Keywords play a significant role in capturing the attention of your target audience. Make sure to include relevant keywords that align with your campaign goals and target audience. Additionally, use emotional language to evoke a response from your audience.

To create effective ad copy, consider the following tips:

  • Highlight the benefits of your product or service to entice potential customers.
  • Keep the ad copy concise and focused on the main message you want to convey.
  • Use strong and persuasive language to encourage action.

Remember, the ad copy is your opportunity to make a strong impression and convince users to click on your ad. Take the time to craft compelling and persuasive copy that resonates with your target audience.

Designing Effective Landing Pages

Designing effective landing pages is crucial for the success of your PPC campaign. A well-designed landing page can significantly increase your conversion rates and drive more qualified leads. Here are some key tips to consider when designing your landing pages:

  1. Keep it simple and focused: Your landing page should have a clear and concise message that aligns with your ad copy. Avoid clutter and distractions that can confuse visitors.
  2. Use compelling headlines and subheadings: Grab the attention of your visitors with attention-grabbing headlines and subheadings. Clearly communicate the value proposition of your offer.
  3. Include a strong call-to-action: Guide your visitors towards the desired action by including a prominent and compelling call-to-action button.
  4. Optimize for mobile: With the increasing use of mobile devices, it’s important to ensure that your landing pages are mobile-friendly and responsive.

Remember, the goal of your landing page is to convert visitors into customers. By following these tips, you can create landing pages that effectively engage your audience and drive conversions.

Optimizing Your PPC Campaign

Monitoring and Analyzing Performance

Monitoring and analyzing the performance of your PPC campaign is crucial to its success. By regularly reviewing the data and metrics, you can identify areas of improvement and make informed decisions to optimize your campaign.

One way to track the performance of your campaign is by monitoring key metrics such as click-through rate (CTR), conversion rate, and cost per conversion. These metrics provide valuable insights into the effectiveness of your ads and can help you identify any issues or areas for improvement.

Additionally, analyzing the performance of different ad groups and keywords can help you identify which ones are performing well and which ones may need adjustments. By focusing on the high-performing keywords and ad groups, you can allocate your budget more effectively and improve the overall performance of your campaign.

Tip: Regularly monitor and analyze the performance of your PPC campaign to identify areas for improvement and optimize your ads for better results.

Adjusting Bids and Budgets

Adjusting bids and budgets is a crucial aspect of optimizing your PPC campaign. It allows you to allocate your budget effectively and maximize the performance of your ads. Here are some key strategies to consider:

  • Monitor Performance: Regularly monitor the performance of your ads to identify areas where adjustments may be needed. Keep an eye on metrics like click-through rates, conversion rates, and cost per click.
  • Optimize Bid Strategy: Experiment with different bidding strategies, such as manual bidding or automated bidding, to find the approach that works best for your campaign goals.
  • Refine Keyword Targeting: Continuously analyze the performance of your keywords and make adjustments as needed. Consider adding negative keywords to exclude irrelevant searches and improve the targeting of your ads.
  • Test Budget Allocation: Allocate your budget across different campaigns, ad groups, and keywords to find the optimal distribution that generates the highest ROI.
  • Monitor Competitors: Keep an eye on your competitors’ bidding strategies and adjust your bids accordingly to stay competitive in the auction.
  • Consider Seasonality: Adjust your bids and budgets based on seasonal trends and fluctuations in demand for your products or services.

Remember, adjusting bids and budgets is an ongoing process that requires regular monitoring and optimization to ensure the success of your PPC campaign.

Testing and Refining Ad Campaigns

Testing and refining ad campaigns is a crucial step in optimizing your PPC campaign. It allows you to identify what works and what doesn’t, so you can make data-driven decisions to improve your campaign’s performance.

One effective way to test and refine your ad campaigns is by conducting A/B testing. This involves creating multiple versions of your ads and comparing their performance to determine which one resonates better with your target audience. By testing different elements such as headlines, ad copy, and call-to-action buttons, you can gain insights into what drives higher click-through rates and conversions.

Another strategy to refine your ad campaigns is by analyzing the data and metrics provided by your PPC platform. This includes monitoring key performance indicators like click-through rates, conversion rates, and cost per conversion. By identifying trends and patterns in the data, you can make informed decisions on how to optimize your campaigns for better results.

To summarize, testing and refining ad campaigns through A/B testing and data analysis is essential for maximizing the effectiveness of your PPC advertising. It allows you to continuously improve your campaigns and achieve better ROI.

Implementing Ad Extensions

Implementing ad extensions is a crucial step in maximizing the effectiveness of your PPC campaign. Ad extensions provide additional information and options for users to engage with your ads, increasing the chances of driving conversions. Highlighting key features or benefits of your products or services in ad extensions can grab the attention of potential customers and entice them to click on your ad.

One effective way to implement ad extensions is by using structured snippets. Structured snippets allow you to showcase specific aspects of your business, such as product categories, services, or features. By providing this additional information, you can give users a better understanding of what your business offers and increase the relevance of your ads.

Another useful ad extension is the call extension. This extension adds a phone number to your ad, making it easy for users to contact your business directly. Including a call extension can be particularly beneficial for businesses that rely on phone calls for conversions.

In addition to structured snippets and call extensions, there are several other types of ad extensions available, such as sitelink extensions, location extensions, and review extensions. Each of these extensions serves a different purpose and can help enhance the visibility and performance of your ads.

Remember, when implementing ad extensions, it’s important to regularly monitor their performance and make adjustments as needed. Testing different extensions and analyzing the data can help you determine which extensions are most effective for your campaign and drive the best results.

Targeting the Right Audience

Identifying Your Target Audience

Identifying your target audience is a crucial step in creating a successful PPC campaign. By understanding who your audience is, you can tailor your ads to their specific needs and interests. Keyword research plays a vital role in this process, as it helps you identify the search terms your target audience is using. Additionally, demographic data can provide valuable insights into the characteristics of your audience, such as age, gender, and location.

To further refine your targeting, you can segment your audience based on different criteria, such as interests or behavior. This allows you to create more personalized ads that resonate with specific segments of your audience. Implementing audience targeting options provided by PPC platforms can help you reach the right people at the right time.

Tips for identifying your target audience:

  • Conduct market research to understand your target audience’s needs and preferences.
  • Analyze your existing customer base to identify common characteristics.
  • Use tools like Google Analytics to gather data on your website visitors.
  • Consider conducting surveys or interviews to gather direct feedback from your target audience.

Segmenting Your Audience

Segmenting your audience is a crucial step in optimizing your PPC campaign. By dividing your target audience into smaller, more specific segments, you can tailor your ad messaging and targeting strategies to better meet their needs and preferences.

Segmentation allows you to create personalized ad campaigns that resonate with different customer segments. This can lead to higher click-through rates, conversion rates, and ultimately, a higher return on investment (ROI).

To effectively segment your audience, consider factors such as demographics, interests, behaviors, and purchase intent. By analyzing these data points, you can identify patterns and trends that will inform your targeting decisions.

Implementing a table can be a useful way to organize and present the data you collect during audience segmentation. This table can include columns for each segment and relevant information such as age range, location, interests, and buying habits.

Remember, the more specific and targeted your audience segments are, the more effective your PPC campaigns are likely to be.

Using Audience Targeting Options

Audience targeting options are a powerful tool in PPC advertising. By narrowing down your target audience, you can ensure that your ads are reaching the right people at the right time. Demographic targeting allows you to focus on specific characteristics such as age, gender, and location. Interest targeting helps you reach people who have shown an interest in topics related to your product or service. Behavioral targeting allows you to target users based on their online behavior, such as their browsing history or purchase intent.

Implementing audience targeting options can greatly improve the effectiveness of your PPC campaigns. Here are a few strategies to consider:

  1. Segment your audience: Divide your target audience into smaller segments based on their demographics, interests, or behaviors. This allows you to create more personalized and relevant ads.
  2. Use remarketing: Target users who have previously visited your website or interacted with your brand. This can help increase conversions and brand recall.
  3. Test different targeting options: Experiment with different audience targeting options to see which ones yield the best results for your campaign.

Tip: Don’t be afraid to get creative with your audience targeting. Think outside the box and consider unconventional targeting options that align with your target audience’s interests and behaviors.

Personalizing Ad Messaging

Personalizing your ad messaging is crucial for connecting with your target audience and driving conversions. By tailoring your ads to resonate with specific customer segments, you can increase engagement and improve the effectiveness of your PPC campaigns.

To personalize your ad messaging, consider the following strategies:

  1. Segmentation: Divide your audience into smaller groups based on demographics, interests, or behavior. This allows you to create ads that speak directly to the needs and preferences of each segment.
  2. Dynamic Keyword Insertion: Use dynamic keyword insertion to automatically insert the search term into your ad copy. This technique helps make your ads more relevant and personalized to the user’s search query.
  3. Ad Customizers: Leverage ad customizers to dynamically update your ad text with real-time information, such as pricing, inventory, or countdowns. This creates a sense of urgency and personalization for the viewer.

Remember, personalizing your ad messaging can significantly improve your click-through rates and conversion rates. Take the time to understand your audience and craft compelling ads that speak directly to their needs and desires.

Maximizing ROI with PPC Advertising

Tracking Conversions and ROI

Tracking conversions and ROI is crucial for measuring the success of your PPC advertising campaigns. By monitoring the number of conversions generated from your ads and calculating the return on investment, you can determine the effectiveness of your campaign and make data-driven decisions to optimize your results.

To track conversions and ROI effectively, consider implementing the following strategies:

  1. Set up conversion tracking: Use conversion tracking tools provided by the PPC advertising platform to track specific actions taken by users, such as form submissions, purchases, or sign-ups.
  2. Assign values to conversions: Assigning a monetary value to each conversion allows you to calculate the ROI of your PPC campaign. This helps you understand the profitability of your advertising efforts and make informed decisions about budget allocation.
  3. Analyze conversion data: Regularly analyze the conversion data to identify trends, patterns, and areas for improvement. Look for keywords, ad groups, or campaigns that are driving the most conversions and allocate more budget to them.
  4. Optimize landing pages: Ensure that your landing pages are optimized for conversions. Test different elements such as headlines, call-to-action buttons, and form layouts to improve the conversion rate.

By effectively tracking conversions and ROI, you can continuously refine your PPC advertising strategy and maximize the return on your investment.

Optimizing Conversion Rates

Optimizing conversion rates is a crucial aspect of a successful PPC campaign. It involves maximizing the number of website visitors who take the desired action, such as making a purchase or filling out a form. Here are some strategies to help improve your conversion rates:

  1. Streamline your landing page: Ensure that your landing page is relevant to the ad and provides a clear call-to-action. Remove any distractions that may divert visitors’ attention.
  2. Improve website load time: A slow-loading website can lead to higher bounce rates and lower conversion rates. Optimize your website’s speed to provide a seamless user experience.
  3. Use persuasive copy: Craft compelling ad copy that highlights the benefits of your product or service. Use emotional language to connect with your audience and persuade them to take action.

Tip: Conduct A/B testing to identify the most effective elements of your landing page and ad copy. Test different headlines, images, and calls-to-action to optimize your conversion rates.

Implementing Remarketing Strategies

Remarketing is a powerful strategy that allows you to target users who have previously interacted with your website or app. By showing tailored ads to these users as they browse other websites or platforms, you can increase brand awareness and encourage them to return to complete a desired action.

Benefits of Remarketing:

  • Increased Conversion Rates: Remarketing campaigns have been shown to have higher conversion rates compared to traditional display advertising.
  • Improved ROI: By targeting users who have already shown interest in your products or services, remarketing can help maximize your return on investment.
  • Enhanced Brand Recall: By repeatedly exposing your brand to potential customers, remarketing helps reinforce brand recall and increase brand recognition.

Implementing Remarketing Strategies

To effectively implement remarketing strategies, consider the following steps:

  1. Define Your Remarketing Audience: Identify the specific audience segments you want to target based on their previous interactions with your website or app.
  2. Create Customized Ad Campaigns: Develop tailored ad campaigns that speak directly to the interests and needs of each remarketing audience segment.
  3. Set Frequency Caps: Limit the number of times your ads are shown to avoid overwhelming users and ensure a positive user experience.
  4. Optimize Ad Creative: Continuously test and refine your ad creative to maximize engagement and drive conversions.

Tip: Use compelling visuals and persuasive copy to capture the attention of your remarketing audience and entice them to take action.

Utilizing A/B Testing

A/B testing is a crucial strategy in PPC advertising that allows you to compare the performance of different ad variations. By creating two or more versions of your ad and randomly showing them to your target audience, you can determine which version generates better results.

Benefits of A/B Testing

  • Data-driven decision making: A/B testing provides concrete data on which ad variations perform better, allowing you to make informed decisions based on actual results.
  • Optimizing ad performance: By identifying the most effective ad elements, you can optimize your campaigns to maximize click-through rates and conversions.
  • Improving ROI: A/B testing helps you allocate your budget more effectively by investing in ads that deliver the best return on investment.

Tip: When conducting A/B tests, make sure to test only one element at a time to accurately measure its impact on performance.

Example A/B Testing Results

Ad VariationClick-Through RateConversion Rate
Version A3.2%2.1%
Version B4.5%2.7%

In the example above, Version B outperformed Version A in terms of both click-through rate and conversion rate.

Avoiding Common PPC Mistakes

Overlooking Negative Keywords

When running a PPC campaign, it is crucial not to overlook the importance of negative keywords. Negative keywords are specific terms or phrases that you do not want your ads to appear for. By identifying and adding negative keywords to your campaign, you can prevent your ads from showing to irrelevant audiences and wasting your budget.

One effective way to identify negative keywords is by analyzing your search term reports. These reports provide insights into the actual search terms that triggered your ads. Look for terms that are unrelated to your product or service and add them as negative keywords.

Here are some key benefits of using negative keywords in your PPC campaign:

  • Improved targeting: By excluding irrelevant search terms, you can ensure that your ads are shown to the right audience who are more likely to convert.
  • Cost savings: By preventing your ads from showing for irrelevant searches, you can save money by not paying for clicks that are unlikely to result in conversions.
  • Increased ad relevancy: By filtering out irrelevant searches, you can improve the overall relevancy of your ads and increase their click-through rates.

Remember, regularly reviewing and updating your negative keyword list is essential to optimize the performance of your PPC campaign.

Ignoring Quality Score

Ignoring the Quality Score in your PPC campaigns can have a significant impact on your overall performance. The Quality Score is a metric used by search engines to evaluate the relevance and quality of your ads and landing pages. It takes into account factors such as click-through rate, ad relevance, and landing page experience.

By ignoring the Quality Score, you may be missing out on opportunities to improve your ad rankings and lower your cost per click. A low Quality Score can result in higher bid prices and lower ad positions, making it harder to achieve your campaign goals.

To ensure you are not ignoring the Quality Score, regularly monitor and optimize your ads and landing pages. Focus on improving your click-through rates, ensuring your ads are highly relevant to the keywords you are targeting, and providing a seamless and engaging user experience on your landing pages.

Remember, a high Quality Score can lead to better ad positions, lower costs, and ultimately, a higher return on investment (ROI) for your PPC campaigns.

Failing to Monitor Competitors

Monitoring your competitors is crucial in PPC advertising. By keeping an eye on what your competitors are doing, you can gain valuable insights and stay ahead of the game. Identify the keywords they are targeting and the ad copy they are using. This information can help you refine your own keyword strategy and create more compelling ad copy.

Additionally, analyze their landing pages to see how they are designed and what elements they include. This can give you ideas for improving your own landing pages and increasing conversion rates.

To effectively monitor your competitors, you can use tools like SEMrush or SpyFu. These tools provide data on your competitors’ keywords, ad spend, and ad performance. By regularly monitoring your competitors, you can identify new opportunities, stay updated on industry trends, and make informed decisions to optimize your PPC campaigns.

Not Utilizing Ad Scheduling

Ad scheduling, also known as dayparting, is a powerful feature in PPC advertising that allows you to control when your ads are shown to your target audience. By not utilizing ad scheduling, you may be missing out on valuable opportunities to reach your audience at the most optimal times.

Benefits of Ad Scheduling

  • Increased Efficiency: By scheduling your ads to run during peak times when your target audience is most active, you can maximize your ad spend and improve campaign performance.
  • Cost Savings: Ad scheduling allows you to allocate your budget more effectively by focusing your ad spend on high-converting hours of the day.
  • Improved Targeting: With ad scheduling, you can tailor your ad delivery to specific days and times when your target audience is most likely to engage with your ads.

Implementing Ad Scheduling

To start utilizing ad scheduling, you need to analyze your campaign data to identify patterns and trends in user behavior. This will help you determine the optimal times to schedule your ads for maximum impact. Once you have identified these time slots, you can adjust your campaign settings to only show your ads during those specific hours.

Tip: Experiment with different ad scheduling strategies to find the best schedule that aligns with your campaign goals and target audience.

Avoiding Common PPC Mistakes is crucial for any business looking to maximize their online advertising efforts. By understanding and avoiding these mistakes, businesses can save money, increase their conversion rates, and ultimately drive more traffic to their website. One of the most common mistakes is not properly targeting the right keywords. By conducting thorough keyword research and optimizing campaigns based on relevant keywords, businesses can ensure that their ads are reaching the right audience. Another mistake to avoid is neglecting ad copy optimization. Crafting compelling and relevant ad copy is essential for capturing the attention of potential customers and driving them to click on your ads. Additionally, monitoring and analyzing campaign performance is crucial for identifying and rectifying any issues or underperforming ads. By regularly reviewing campaign data and making data-driven optimizations, businesses can improve their PPC performance and achieve better results. Don’t let these common PPC mistakes hinder your advertising success. Visit our website to learn more about how we can help you optimize your PPC campaigns and drive more traffic to your business.


In conclusion, implementing effective PPC advertising tips and strategies is crucial for the success of your campaigns. By conducting thorough keyword research, optimizing ad copy, and continuously monitoring and adjusting your campaigns, you can maximize your return on investment and reach your target audience effectively. Remember to test and experiment with different approaches to find what works best for your business. With the right tactics and a data-driven approach, you can achieve impressive results and drive more traffic and conversions to your website. So, start implementing these tips and strategies today and take your PPC advertising campaigns to the next level!

Frequently Asked Questions

What is PPC advertising?

PPC advertising, or pay-per-click advertising, is a digital marketing strategy where advertisers pay a fee each time their ad is clicked. It is a way of buying visits to your website rather than earning them organically.

What are the benefits of PPC advertising?

PPC advertising offers several benefits, including immediate results, precise targeting, control over budget and spending, measurable results, and the ability to reach a larger audience.

How does PPC advertising work?

PPC advertising works through an auction-based system. Advertisers bid on keywords, and when a user searches for a keyword related to their business, the search engine displays the advertiser’s ad. Advertisers only pay when their ad is clicked.

What are some tips for setting up a successful PPC campaign?

Some tips for setting up a successful PPC campaign include defining clear campaign goals, conducting keyword research, creating compelling ad copy, and designing effective landing pages.

How can I optimize my PPC campaign?

You can optimize your PPC campaign by monitoring and analyzing performance, adjusting bids and budgets, testing and refining ad campaigns, and implementing ad extensions.

How do I target the right audience with PPC advertising?

To target the right audience with PPC advertising, you need to identify your target audience, segment your audience based on demographics or interests, use audience targeting options provided by the advertising platform, and personalize your ad messaging.

How can I maximize ROI with PPC advertising?

To maximize ROI with PPC advertising, you should track conversions and ROI, optimize conversion rates by improving landing pages and ad copy, implement remarketing strategies to target previous visitors, and utilize A/B testing to refine your campaigns.

What are some common mistakes to avoid in PPC advertising?

Some common mistakes to avoid in PPC advertising include overlooking negative keywords, ignoring quality score, failing to monitor competitors, and not utilizing ad scheduling options.