When taking over a Google Ads campaign from a competitor agency or client, we often encounter several pitfalls that can limit performance:
- Poor or No Conversion Tracking: Without accurate tracking, it’s impossible to measure success.
- Wrong Bid Strategy: Using a strategy that doesn’t align with the campaign’s goals leads to inefficiencies.
- Wasted Traffic in the Search Term Report: Many campaigns allow irrelevant search terms to trigger ads, burning budget.
- Overuse of Broad Match Keywords: Broad match keywords often lead to irrelevant clicks.
- Imbalanced Ad Groups: Either too few or too many ad groups can make it difficult to optimise.
- Weak Ad Strength: Ads often lack dynamic headlines, which can lower ad performance.
- Inefficient Ad Scheduling: Ads may be running during times that don’t align with peak performance windows.
- No Geo Exclusions: Campaigns can waste budget targeting locations that aren’t relevant.
- Higher Budgets for Poor-Performing Campaigns: Allocating too much budget to weak campaigns is a common issue.
- Outdated Campaign Types: Campaigns like smart campaigns may be in use, which aren’t always ideal.
- Blind Acceptance of Google’s Recommendations: E.g. Following Google’s advice on PMax (Performance Max) without understanding its limitations can be costly – PMax is best for eCommerce or longer sales cycles.
- Incomplete Audience Signals in PMax Campaigns.
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