It’s rare, especially with seasoned advertisers but there are still instances of costly AdWords management mistakes. These mistakes are not only limited to beginners. Even AdWords experts fell for these common mistakes – mistakes with only Google to benefit.
Not Getting the Most from the Campaign Budget
A lot of advertisers focus on setting a limit on their daily budget. What they fail to take into consideration is how their cost per clicks bids can optimize conversion. This is very important especially if the campaign budget is limited and maxed out on a daily basis.
Let’s say, the campaign daily budget is set to $100, and the ad got 100 clicks on a $1 CPC before it maxed out and stopped running; the same daily budget can yield 25 more clicks by just lowering the CPC bid to $0.80.
But how can you make this work for you? Go to your campaign settings and set the delivery method to “Accelerated: Show ads more quickly until the budget is reached.” Tweak with your CPC bids until it is low enough that your daily budget is far from being maxed out.
Taking Quality Scores for Granted
Quality score is something that has a direct impact on cost per clicks. A low-quality score is probably the reason why you are paying for a higher CPC. The price of CPC aside, the quality score also has an impact on cost per conversion, ad rank, and even impression share. Quality scores are important and should not be overlooked in AdWords management.
Running Ads 24/7
The daily budget is not only the main concern, also the timing in running ads. Running ads all day, every day of the week can become costly. There are hours and days that convert better than the others. Check your ad’s daily and weekly performance on the “Dimensions” tab. You can also create custom ad schedules based on your ad’s performance on specific hours and days of the week.
No Conversion Tracking
One reason that you may not be aware of how you’re wasting your daily budget running ads non-stop is because you did not setup conversion tracking. You should be tracking not only ad clicks but also performance metrics that matter for your business. For more than 95% of businesses, this means tracking sales and/or leads conversion.
An AdWords tracking code is integrated on your site and used a conversion tag. Another common mistake is the erroneous integration of the tag on a landing page instead of the page where the conversion would happen like a purchase confirmation page.
Only Targeting Broad Match Keywords
If you target broad match keywords, can get you a tricky spot especially if there are other related keywords that have nothing to do with your business. That’s why it is important to put a distinction between broad, “phrase”, and [exact match] keywords. Check the “Search Terms Report” and analyze the searches that triggered your ads to get a better understanding of the type of keywords that work for your ads. Also, add low-performing and irrelevant keywords to the “negative keywords” list so that these keywords would stop triggering your ads.
Wasting Money on Mobile Traffic
An ad’s performance varies when you compare desktop to mobile. But it’s a common mistake to fail to track and optimize bids for mobile. This can result into low-performing placements that eat away a lot of the campaign budget.
Not Considering Display Ads at All
A lot of advertisers say that display advertising doesn’t work for them. Part of the reason is actually an AdWords management mistake in terms of ad placement. The display network is sometimes inundated with low-performing traffic but it’s not reason enough to turn away from display advertising. The best solution is to analyze and run placement reports and exclude any low-performing traffic.
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