Today’s ad platforms have evolved significantly. These changes may affect your ad budget in numerous ways.
Even as a considerably experienced Pay Per Click business person, you could be spending more on your ads than you should.
Ad settings, rules, and other aspects keep changing. You might be surprised at how that impacts your campaigns. Back in 2017, Google revealed that your ads could easily use double your daily budget. For instance, if you were spending about $1000 with no intention of increasing your budget, you could now spend more.
Here are three ways you could be wasting your ad budget;
Unknowingly spending on ineffective search words
Wasting ad budget on the wrong keywords is prevalent. One of the ways that you might be doing this is by using broad keywords. For example, a bookseller may use ‘books’ as the select keyword. But this is a broad keyword that is likely to perform poorly as well as eat into their ad budget.
What most marketers don’t know is that there is a difference between keywords and search terms.
A search term is a word that a buyer uses when looking for a particular item. On the other hand, a keyword is a word you use in your paid ad with the intent of targeting buyers.
You might choose a keyword that is likely to mislead buyers when they type a search word into the search box. As a result, the buyer may not able to find your products or services. Such mistakes attract the wrong traffic, and your ad budget is wasted in the process.
Running a search term report and using more specific keywords can help steer from this mistake.
Using incorrect location settings in Adwords
As you start your campaign, you’ve got a particular location in mind. Nonetheless, if you get the location settings wrong, your ad ends up serving the wrong area, and part of your ad budget goes down the drain.
This is mostly triggered by wrong location settings among various geographies. It includes a physical direction which is usually direct. If you choose the unintended physical location, you miss the target.
When the location of interest is factored in, your ads are seen by an audience that’s interested in your targeted location. So long as they indicate your target location in their search, then the physical location doesn’t count.
Remember, your ad is automatically triggered. If out of state traffic is attracted, probably a state that you don’t ship your products to, your budget is wasted.
Finally, if you chose the third setting which is usually labeled as ‘Both,’ you agree to both the location of interest and your physical location. This attracts the audience who shows an interest in your targeted location and those who are actually in your targeted physical location.
But again, this kind of ad may attract people who are beyond your business jurisdiction. For instance, when international customers respond because they have an interest in your area, and you don’t ship internationally, your ad budget goes to waste.
A user location report in Adword should help you avoid this. After you read it, you can proceed and exclude the areas where the unintended traffic is coming from.
Unintended network targeting
You are likely to make this mistake in the Adword network targeting settings. Adword offers numerous campaign types. Sticking to the default settings may be the beginning of your problems.
If you want to circumvent unintended network targeting, then you need to be more specific with your choices. The standard settings will not help you. You have to dig deeper.
Segmenting your campaign is of the essence. Go to your targeting settings, select the 'segment option.' Look for the desired option and optimize it further to suit your desired network targeting. By doing this, you will be avoiding any undesired or unintended network.
As you can see, these mistakes can be elusive even for experienced marketers, especially because they are hidden in the fine details. Overlooking these details can prove to be costly for your campaigns. Fortunately, you can completely avoid such pitfalls. If you read this article keenly, then you will know how to optimize your ads and avoid paying more than required.