When running pay per click advertising campaigns it is important to pay attention to the little details. I’m talking about details like proper grammar and good spelling. Even on little spelling mistake, even a common mistake might cost you some clicks.

People want to do business with smart people. If your pay per click ads are looking good – all except for that one niggling detail of a misspelled word – then that might deter people from clicking on your ad. While I concede that misspelled words could actually gain you more clicks and therefore net you an ROI, I’d also contend that you should run a separate campaign targeting those misspellings. Go to great pains to get rid of the misspellings and grammatical errors from your primary campaign.

Let’s say, for instance, that you sell mountain climbing equipment. You run an ad that reads

Go Mountian Climbing
Mountain climbing gear for
the professional climber.

That misspelling in the title can be real embarrassing. If the ad appears for searches where the searcher misspells the word “mountain”, that’s fine. But you don’t want it to appear for searches where the searcher spells the word correctly because it’s a negative image ad. Instead, rely on the misspelling for a targeted campaign where you attempt to reach other people who misspell the word. You’ll increase your CTR and your ROI by doing it intentionally and targeting the right SERPs.