We manage just under half a million pounds of ad spend per month across various PPC platforms. Here are 5 common mistakes we notice when taking over new accounts.
Mistake 1 - Inaccurate Tracking
We regularly notice the absence of proper conversion tracking in accounts. Sometimes it doesn't exist, other times only a few call to actions are being tracked, but mostly we see the tracking isn't actually setup correctly. Without tracking, the algorithm's cannot establish a true return on ad spend and therefore any bidding strategy implemented cannot work effectively resulting in high cost per conversion and limits in performance.
Mistake 2 - Below average or poor ad assets
Your campaigns cannot perform at their best, if the actual ad assets are not triggering "excellent" status in Google. Care and attention should be taken in properly inserting ad copy, images, videos and relevant content in the campaigns.
Mistake 3 - Bidding on non-converting keywords or products
Often we see wastage of ad spend in the account by allowing the campaigns to spend on advertising products that are just not selling or keywords that have 0 conversions. Why not double down on what's working and simply pause or minimise spend on what isn't working?
Mistake 4 - Overspending on branded terms
Brand campaigns always perform the best as the intent of the click is matching perfectly if one of your customers are looking for you, however, the return on ad spend targets should be set higher for these campaigns as they have a higher conversion rate then the non-branded campaigns.
Mistake 5 - Under budgeted campaigns
When a campaign is working and generating an acceptable return on ad spend, why not scale it and increase the spend? We have seen many campaigns that have a lot more potential but the budget is simply not allowing the campaign to generate more conversions!
If you would like to discuss your Google Ads performance with us or like to try Google Ads for the first time, please schedule a call here.
