Your Google Ads account needs to be set up with a few important steps in mind as it will be the only way your account will have its optimal performance.
For every Google Ads account, from small-scale to sizable, checking the Google Ads campaigns configuration is easily overlooked.
Be careful! The wrong setting can seriously damage your campaign’s performance and it takes a few minutes to avoid the mistakes.
Before jumping in, there are a few things that are worth keeping in mind:
- Most likely you use the Google Ads Editor – use campaign level view and select or configure multiple campaigns.
- New (search) campaigns will not automatically be set up in the optimal way. Set up is often quick and dirty and improved over time
Keep these 5 points in mind wil setting up your Googel Ads campaigns:
- Campaign Type
“Search network only” is the one you will want to go for, not as the default “Search Network with Display Select”. The reason is “Display Select” brings you lower-intent traffic.
- Device Bid Adjustments
If your campaign structure is using a granular approach, and campaigns are separated by device-types, it is crucial to correctly configure your device targeting.
- Enhanced CPC
Regarding campaigns managed with manual CPC/CPA bidding, Enhanced Cost per Click needs to be configured correctly. Based on a few hundreds of accounts we managed, we learned that 70% of the time, ECPC does not work as intended- it results in an increase of CPCs and CPAs. We recommend disabling it unless you are certain it works for you.
- Language Targeting
Depending on your targeting countries, the language should be set accordingly. We can’t deny that “all languages” increase traffic; however, it does not significantly affect a campaign’s performance. Be sure to target the right languages.
- Targeting & Exclusion Methods
In most cases, “People in your targeted/excluded locations” might be the best option to increase geographical relevant traffic.
For example, let’s say, a US resort is targeting UK tourists who need accommodation when arriving in the State. It is suggested that the resort manager should create additionally a separate campaign targeting the UK customers with keywords such as “US resort”, “US accommodation”, etc.
One step further
Spend a little extra time to make sure your campaign delivers the result that you expected.
Besides this, do you want an increase in results to the theoretical maximum for Paid Search? Using A.I solution, Adscale’s Machine Learning algorithms will help you do that.
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