Let me share a few valuable lessons I’ve learned about PPC advertising from seasoned experts. Even the most experienced among us encounter pitfalls—like hastily launching campaigns or leaving automation unchecked. Recently, I joined Greg Kohler from ServiceMaster Brands and Susan Yen from SearchLab Digital at SMX Next, where we candidly discussed the mistakes that catch us off guard.
Read on to discover the blunders that even the most seasoned marketers must navigate.
Never launch campaigns on a Friday
This is a well-known pitfall, yet it continues to happen. Susan Yen mentioned that due to client demands, campaigns often go live on Fridays, leading to weekend chaos if things go awry. A minor error like an inflated budget setting can cause significant issues.
Greg Kohler emphasizes the importance of reviewing setups with fresh eyes. Wait until Monday to launch; doing so may avert unnecessary problems. Even experts can become overconfident, only to be reminded of these lessons by a Friday crisis.
Takeaway: Avoid launching before the weekend or holidays and stand firm if clients push. It protects both your peace of mind and campaign performance.
Location targeting disasters
Greg shared an experience where an error in location targeting meant campaigns ran in the wrong timezone. By Saturday, ads intended for a U.S. audience accumulated thousands of views in Europe instead.
Takeaway: Configure location settings directly within the Google Ads interface to minimize risks and ensure precise targeting.
The search term report trap
Susan stressed that search term reports are essential for every campaign. Ignoring them can lead to wasted clicks and difficult client conversations later on. She advises checking these reports monthly to avoid irrelevant traffic.
Takeaway: Routine reviews help refine what to target or exclude, enhance performance, and maintain efficient account strategy.
Google Ads Editor vs. interface: A constant battle
The gap between the Google Ads Editor and the interface often leaves teams in a bind. Susan’s team preps in Excel before using Editor for bulk edits but prefers the interface to ensure accuracy in settings.
Takeaway: Use the interface for tasks requiring precision, like responsive ads or location targeting.
The automatically created assets problem
Automatically created assets often default to ‘on,’ requiring tedious navigation to disable. New types of assets can inadvertently apply to all campaigns.
Takeaway: Regularly review these settings. Set reminders to maintain control as new features roll out.
Importing campaigns from Google to Microsoft Ads
Yen warned of the pitfalls of importing Google campaigns directly into Microsoft Ads due to discrepancies in budget assumptions and automation settings.
Takeaway: Treat Microsoft Ads independently with a tailored strategy post-import for optimal results.
The App placement nightmare
A slip in excluding app audiences can direct spend to irrelevant categories. Yen advises vigilance, as settings to exclude these are often hidden.
Takeaway: Establish comprehensive exclusion lists to guard against inappropriate targeting.
Content exclusions and placement control
Applying content exclusions from the start helps avoid placement in irrelevant or inappropriate contexts, though manual follow-up remains necessary.
Takeaway: Consistent reviews ensure Google honors your settings, preventing unwelcome surprises.
Call tracking quality issues
Susan highlighted the importance of client communication in effectively tracking call quality, advocating for monthly check-ins focused on conversion metrics.
Kohler suggested distinguishing first-time from repeat callers in analytics to optimize automated bidding systems.
The promo date problem
Litner pointed out issues with scheduled assets appearing outside their promotional windows, urging manual checks to ensure proper timing.
Kohler echoed similar concerns with automated rules potentially misfiring.
Takeaway: Verify scheduled actions on their launch dates manually to prevent mishaps.
AI Max settings and control
The issues of AI-driven campaign settings defaulting to active require diligence in monitoring and fine-tuning each setting.
Takeaway: Despite AI advancements, practice consistent oversight to manage budget spend effectively.
Account-level settings that haunt you
Susan flagged the risk of overlooking critical account-level settings that can derail campaigns silently, suggesting a standardized checklist approach.
Takeaway: Establish and follow a thorough account setup checklist to catch any hidden conflicts with campaign goals.
Final wisdom
Here are several recurring themes from our discussion:
- Always double-check automation; it’s not immune to errors.
- New perspectives reveal potential errors.
- Effective client communication prevents misunderstanding.
- Manual reviews maintain balance as automation increases.
- Keep updating exclusion lists to mitigate repeated issues.
The takeaway is that everyone makes mistakes. The difference lies not in avoiding them but in swiftly addressing them, learning from experiences, and creating systems to prevent recurrence. As Kohler notes, stay vigilant, question automation, and avoid the temptation of a Friday launch.
Watch: PPC Mistakes I’ve Made
Inspired by this post on Search Engine Land.
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