Making Unfounded Claims

While you may be the best sailor in the world unless someone reputable says so too, you can’t put it in your ad for coastal fishing trips. For any big claims you make in your ads, you need to have something backing it up, either in the ad or your landing page content.

Getting Your URL Ducks in a Row

Poor URL usage is one of the simplest paid media mistakes but also a massive campaign killer. Optimizing URLs is a common part of good SEO housekeeping, but if you don’t update the URL contained in your ad, the destinations won’t match, and it will be taken down. This also applies to matching the root URLs of the ad with the destination URL (e.g,  an ad for gmail.com going to google.com).