Like with any new concept, beginners on a Google Display Network Campaign often make many costly mistakes. Therefore, it is critical to ensure the beginner pitfalls are caught prior to falling into bad habits which can cost the company money.
Luckily there are several common mistakes that beginners do during their Google Display Network Campaign that can be easily identified and corrected.
Five Common Beginner Mistakes
The five most common beginner mistakes include:
- Budget too low
- Few ad extensions
- Lack of ad optimization
- Not paying attention
- No placement targeting
Budget too Low
One of the greatest mistakes a beginner to the Google Display Network makes is a low budget. Not having your budget aligned with the bids can be extremely costly. Unfortunately, many beginners who notice that they are reaching their daily budget limit automatically increase that limit. However, this is not always the solution. Instead, it is better to decrease bids for some keywords so that you are receiving more clicks for your money. There is a formula to determine your highest acceptable cost per conversion: conversion rate times max conversion cost = max CPC.
Few Ad Extensions
Another common mistake is not using enough or any ad extensions in an effort to optimize those advertisements. Ad extensions typically have a positive effect on your Quality Score and cost per click. While all beginners are encouraged to utilize ad extensions when creating a new Google Display Network Campaign, most are left unattended and are never used to their full functionality.
Lack of Ad Optimization
Similarly, many beginners do not experiment with ad optimization. It is as simple as adding more advertisements to your ad group and allowing them to run simultaneously. There are two major cost benefits to implementing this practice. First, by rotating your ads on the Google Display Network, you can determine which have higher click-through rates (CTR). A higher CTR equates to a higher Quality Score, AdRank and a lower CPC. Second, since a higher CTR equates to more clicks, this indicates that more potential customers are visiting the site.
Not Paying Attention
Although this may seem like a no-brainer, many beginners do not pay attention to their Google Display Network Campaign due to time, money and effort. However, the cost of not taking the time to keep the campaign fine-tuned and regularly updated can result in lost potential clientele and money. This can easily be mitigated by devoting one-to-a few hours each day to the Google Display Network. This will keep your costs low and help you grab a piece of the market share.
No Placement Targeting
Finally, many novices do not take advantage of placement targeting in their Google Display Network Campaign which allows you to select a specific ad placement on a site within the network and only show ads on that site or in that slot. This completely eliminates the guess work out of wondering whether the site is converting. There are many research tools available that can assist with finding placements where the target consumer spends their time online. This will allow you to only show your ads to the top prospects. By focusing solely on spreading your advertisements across many different sites, you are not targeting a specific consumer and your budget will dwindle quickly due to the number of impressions or untargeted clicks.