While 12% may well be an average, we’ve seen accounts with up to 25% of all their ads going to the cul-de-sac that is the 404 page. Remember: You only get one chance at a good impression! Costly mistakesĪfter more than a decade of running PPC ad campaigns for clients, we’ve seen companies of all sizes – from small sole traders to blue chip – making the same broken link mistake. That money you just spent sending a potential client to your dead 404 page has bounced them back to the search results and straight into the welcoming arms of your competitor. Most of those potential visitors/customers will be so annoyed they’ll never return.They damage your reputation as a business and make you look disorganised.They waste your advertising budget and lose you potential business.PPC Ads that land on a broken link or dead page with a 404 error are more than simply annoying: A seemingly small mistake by one person in your organisation can instantly divert your ad spend and visitors off a digital cliff to the dreaded page known as the 404.ĭon’t think you’re making that mistake? Think again –Īn estimated 12% of all the ads running on Google will result in a broken link when clicked.
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