PPC marketers navigating the ever-evolving digital landscape understand the importance of regular audits in maintaining optimal account health. Failing to conduct these audits can lead to significant costs for clients, making it crucial to identify and rectify potential issues promptly. In a recent session at SMX Next, industry veteran Melissa Mackey, the Paid Search Director at Compound Growth Marketing, shared insights into the costliest PPC campaign mistakes and provided invaluable tips to ensure a more streamlined and effective PPC strategy.
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Key Insights from Melissa Mackey:
1. Campaign Goal Settings: Always Check and Verify
- Importance of Verification: Emphasizes the critical importance of verifying campaign goal settings to avoid potential pitfalls and discrepancies in data.
- Google Ads Options: Highlights that Google Ads offers goal settings at both the account and campaign levels, urging users to ensure alignment with actual campaign objectives.
2. Default Settings to Avoid:
a. Broad Match without Smart Bidding or Audiences:
- Optimal Results: Advises against using broad matches without incorporating smart bidding and audience signals for optimal results.
- Enhancing Efficiency: Recommends always layering on audiences and smart bidding to enhance the efficiency of broad match campaigns.
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b. Broad Match Campaign Setting:
- Flexibility Concerns: Cautions against enabling the broad match campaign setting that limits the campaign to only broad match keywords, as it can hinder future adjustments and flexibility.
- Setting Recommendation: Recommends opting for the ‘Use keyword, match types’ setting to retain flexibility in choosing match types later.
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c. All the Networks:
- Careful Consideration: Advises careful consideration of default settings for Search Partners and Display Network, suggesting turning off Search Partners for B2B clients.
- Display Network Usage: Discourages running Display Network alongside Search in certain cases and advocates opting out of the display network when it doesn’t align with objectives.
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d. Location Targeting Method:
- Precision Control: Recommends using the ‘people in or regularly in your target locations’ setting for more precise control over location targeting.
- Cost Avoidance: Highlights the importance of excluding locations that charge tax to avoid unnecessary costs and ensure targeted ad delivery.
e. Conversion Counting Conundrum:
- Regular Review: Stresses the importance of regularly reviewing and updating tracked conversion actions to maintain accurate reporting to clients.
- Avoiding Over-Reporting: Overlooking outdated or irrelevant conversion actions can lead to over-reporting results.
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3. Hidden Settings and Advanced Tips:
a. Automated Extensions:
- Alignment with Objectives: Recommends turning off dynamic extensions like callouts, structured snippets, images, and site links for B2B campaigns if they don’t align with objectives.
- Navigating Advanced Settings: Highlights the importance of understanding and navigating advanced settings to disable these extensions.
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b. Expanded Audiences:
- Precision Disruption: Advises careful management of Google’s expanded audiences during campaign setup to avoid disrupting the precision of specific remarketing programs.
- Controlled Targeting: Recommends navigating to group settings and editing ad group targeting to disable expanded audiences for a more controlled targeting approach.
c. Microsoft Ad Group Settings:
Unique Features: Highlights the unique ad group settings in Microsoft Ads, providing opportunities for scheduling, independent website exclusions, bid adjustments, and more.
4. Practical Tips for Implementation:
a. CPCs Still Matter:
- Bid Limitation: Recommends setting maximum CPC bid limits, especially for maximized clicks or portfolio bid strategies.
- Script Utilization: Introduces the use of scripts to monitor CPCs and receive notifications when bids exceed predefined thresholds for better cost control.
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b. Keep Tabs on CPCs:
- Script Functionality: Introduces a script by Nils Rooijmans for monitoring CPC thresholds and receiving email notifications for bid adjustments.
- Account Visibility: Advocates the use of scripts to track account changes, providing visibility into modifications made by unauthorized users.
c. Keep Rules in Check:
- Caution with Automation: Advises against setting up automated rules without thorough consideration, highlighting the potential for unintended consequences.
- MCC Level Consideration: Urges advertisers to be mindful of default settings running rules at the MCC level and emphasizes the importance of precise rule configurations at the client account level.
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5. The Importance of Regular Audits:
- Proactive Measure: Concludes by underscoring the significance of regular account audits as a proactive measure to ensure alignment with the intended strategy.
- Frequency Recommendation: Recommends quarterly audits to catch any discrepancies or unintended settings that may have emerged over time for maintaining better account health throughout 2024.
Melissa Mackey’s insights emphasize the critical role of regularly auditing campaign goal settings to avoid pitfalls, the importance of avoiding default settings like broad match without smart bidding, and the need for vigilance in hidden settings like automated extensions. Advertisers should also pay attention to CPCs, utilize scripts for monitoring, and conduct regular account audits to ensure alignment with campaign objectives and maintain account health in 2024.
Why Cloudgeta for All Your Digital Marketing Needs?
In the realm of digital marketing, selecting the right agency is paramount for success. Cloudgeta stands out as a top choice for several reasons:
1. Proven Expertise: Cloudgeta brings a wealth of expertise to the table, with a track record of delivering successful digital marketing campaigns across diverse industries.
2. Customized Strategies: Recognizing that one size does not fit all in digital marketing, Cloudgeta tailors strategies to meet the unique needs and goals of each client.
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3. Cutting-Edge Technology: Staying ahead of the curve is crucial in the digital landscape. Cloudgeta leverages the latest technologies and tools to ensure clients benefit from the most innovative solutions.
4. Transparent Communication: Clear and open communication is a cornerstone of Cloudgeta’s approach. Clients can expect regular updates, detailed reporting, and a collaborative partnership throughout the digital marketing journey.
5. Results-Driven Approach: Cloudgeta is committed to delivering tangible results. Whether it’s increased website traffic, higher conversion rates, or improved brand visibility, the focus is on achieving measurable success.
6. Comprehensive Digital Services: From PPC management to SEO, social media marketing, and beyond, Cloudgeta offers a comprehensive suite of digital marketing services to cover all aspects of online visibility and engagement.
Choosing Cloudgeta as your digital marketing partner is a strategic decision that promises to elevate your brand to new heights within the fiercely competitive digital landscape. The commitment to a strategic, data-driven, and results-oriented approach sets Cloudgeta apart as a partner dedicated to delivering tangible value and success for your business.
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At the core of Cloudgeta’s digital marketing strategy is a meticulous emphasis on strategic planning. By aligning marketing efforts with overarching business objectives, Cloudgeta ensures that every campaign is purposeful and contributes directly to your brand’s growth. This strategic approach goes beyond mere tactical execution; it involves a deep understanding of your business, industry, and target audience.
Data is the cornerstone of Cloudgeta’s methodology. In a digital ecosystem inundated with information, Cloudgeta harnesses the power of data analytics to derive actionable insights. These insights drive informed decision-making, allowing for constant optimization of campaigns. By leveraging data, Cloudgeta not only adapts to changing market dynamics but also uncovers hidden opportunities that may have been overlooked.
The results-oriented focus of Cloudgeta is evident in its commitment to delivering measurable outcomes. Whether it’s increasing website traffic, generating leads, or enhancing brand visibility, Cloudgeta sets clear, quantifiable objectives for each campaign. This results-driven mindset ensures that every effort is geared towards achieving concrete, positive impacts on your business metrics.
In navigating the complexities of the digital marketing landscape, Cloudgeta recognizes the importance of a holistic approach. The integration of various digital channels is not just a convenience but a strategic necessity. Cloudgeta crafts comprehensive campaigns that synergize the strengths of different channels, ensuring a cohesive and impactful digital presence. From SEO and SEM to social media and email marketing, every facet of your online strategy is harmonized for maximum effectiveness.
One of the distinguishing features of Cloudgeta’s approach is its adaptability. The digital world is ever-evolving, with new trends and technologies appearing frequently. Cloudgeta is agile in its response to these changes, constantly refining strategies to stay ahead of the curve. This agility is not just reactive but proactive, anticipating shifts in the digital landscape and positioning your brand to capitalize on emerging opportunities.
Cloudgeta’s commitment to excellence is evident in its approach to default settings and configurations. Recognizing the potential pitfalls of common defaults in platforms like Google Ads, Cloudgeta meticulously customizes settings to align with your specific objectives. Whether it’s steering clear of broad matches without smart bidding, optimizing location targeting methods, or strategically managing automated extensions, Cloudgeta’s attention to detail ensures that every aspect of your campaign is fine-tuned for success.
Beyond the visible settings, Cloudgeta delves into the intricacies of hidden features and advanced tips. From managing automated extensions to navigating unique ad group settings in platforms like Microsoft Ads, Cloudgeta’s expertise extends to the nuanced aspects that can significantly impact campaign performance.
Practical implementation tips provided by Cloudgeta, such as emphasizing the continued importance of CPCs, utilizing scripts for monitoring, and exercising caution with automated rules, showcase a commitment to not just initial success but sustained excellence. These practical insights empower businesses to maintain control over costs, adapt to changes, and prevent unintended consequences that can arise in the dynamic digital landscape.
Cloudgeta underscores the importance of regular audits as a proactive measure for account health. Whether your account is new or well-established, quarterly audits serve as a vigilant check to ensure alignment with strategies and to catch any discrepancies that may have arisen over time. This meticulous approach to account management exemplifies Cloudgeta’s dedication to delivering sustained value and success for your brand throughout 2024 and beyond.
In conclusion, choosing Cloudgeta as your digital marketing partner is an investment in a strategic, data-driven, and results-oriented approach that goes beyond conventional marketing tactics. It’s a commitment to navigating the digital landscape with precision, adaptability, and a relentless focus on delivering measurable success for your brand.
