Stop Throwing Your Money Away
If you want your PPC campaigns to reach out to as many potential customers as possible, then the Google Display Network arguably offers the best way of doing so.
With more than 2 million Display Network websites, the possibilities for generating leads and sales through Google advertising are practically limitless.
There’s just one caveat though. The vast reach of a display network campaign on Google AdWords also means it can be a huge money waster if poorly managed.
Below are some tips on how to avoid making common mistakes with your Google AdWords campaign.
1. Exclude Apps
- If you’ve had your pay per click campaign running on the Google Display Network for a while, you’ve probably noticed a significant portion of your non-converting clicks comes from mobile apps like games.
- These clicks tend to be accidental—picture your child using your tablet device or phone to play games.
- If not optimized, PPC campaigns on the Google Display Network can run amok with mobile placements, so if you want to control spending, you can block ads on mobile by adding “adsenseformobileapps.com” to your campaigns’ shared negative list.
2. Manage Your Targeted Sites
- Managed Placements gives you precise control over which sites your ads will appear on.
- If you opt for targeting methods like interests and/or topics, you’re basically letting Google make the decisions on where your sites will appear.
- Sometimes it works, sometimes it doesn’t, which is what Managed Placements is for. It lets you pick the sites your ads will appear on and exclude those you want to block.
- This method is ideal for campaigns on limited budgets, where you want to take a granular approach to your ads and target the most relevant sites that are most likely to convert, thereby maximizing your ROI.
3. Opt Out of Irrelevant Topics
- If your analytics reports show a trend in your ads appearing on irrelevant sites, check if your topics are on point.
- Even if a topic seems relevant to your product or service, there may be sites related to that topic that product low click-through rates and conversions.
- This highlights the importance of constantly checking your placement reports to see which sites are generating conversions, and which are not.
- For example, if your ads appearing on dating sites aren’t generating conversions, you can exclude the dating and personals category in your Google ads settings at the campaign or ad group level.
4. Layer Your Targeting Methods
- AdWords gives you several targeting options on the Google Display Network, but instead of choosing just one method—whether it’s keyword or interest targeting—add another layer of targeting to minimize unqualified clicks and impressions.
- For instance, if you combine keyword and demographic targeting, your keywords will only appear to a specific age or gender group that you’ve determined is more likely to buy your product or service.
- However, you don’t want to over-layer your targeting methods, as this can drastically reduce your reach and limit your campaign’s visibility.
- What you can do is test your layers in different campaigns to see which are most effective.
The bottom line is that Google AdWords can be an incredible advertising and marketing tool for any business, but it takes time and diligence to set it up the right way.