put content and search in the same campaigns– CTR is important in search, but not in content. Plus, on the content network you’re interrupting people, so ad copy must be different.
setting up campaigns that have only one ad group in them— and then putting in a ton of unrelated terms and only one generic ad.
inappropriate use of DKI– make sure that when using Dynamic Keyword Insertion, your ads make sense. You can dynamically insert the ad, search/content, and a couple other tracking variables in your destination url.
weak negative lists– don’t just put in a few negative keyword, be clever and find ways to grab a whole list of synonyms. For dating traffic, for example– don’t just put in “carbon”– grab all synonyms related to archaelogy, radioactivity, etc.. And run placement reports to exclude the content network sites that don’t convert.
not taking the time to understand ROI— do this in Excel at first, don’t be mentally lazy and go straight to tools. Just having a calculator doesn’t make you good at math.
spending time discussing someone else’s lifestyle, instead of learning real skills– when you’re making real, sustainable money, then go get your black card.
looking for shortcuts, instead of learning funadamentals– it’s like fat people and dieting “secrets”. True, tools can help, but become a well-rounded marketer first.
not launching: I build and launch campaigns the same day– don’t spend forever building campaigns, get it out there and then learn from the data. Keep incrementally optimizing. It will never be “perfect”.
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