4 Administration / Optimization Errors in Google Adwords
When managing and optimizing Google Adwords campaigns, many times we can incur in certain vicious circles or routine habits thinking that they will improve the results of the campaigns when in reality they are most likely worsening them.
1) lose perspective
It is very difficult to find two accounts where the different variables are so similar that we can apply the same general rules or administration / optimization procedures, but ideally they should be set according to the particular situation of each account.
Losing perspective and trying to apply exactly the same work logic in each of the accounts we manage usually leads to worse results for the client.
2) Over-Optimize
There are many factors that can influence the results of a specific period of time, from variations in the market and competition, to even the "bad luck" (to call it somehow) that for a couple of days or weeks we get traffic that maybe not of the best quality.
The common reaction to this type of situation is usually to enter the Adwords account and make several changes that we believe are appropriate until the results are normalized.
Generally the results will be normalized, but in few occasions due to the changes made, in the vast majority of cases the results will be normalized because the market, competitors, etc. they returned to normal.
Performing too many "optimizations" on an account simply because the results varied for a short period of time is often a waste of time.
Time can be much better used if we look at the big picture and focus on making few high-impact changes rather than many changes just to "reassure" ourselves or the customer.
3) Focus on yesterday, today or tomorrow
This third point is closely related to the previous point, concentrating on very small periods of time such as "yesterday" or "today" for decision making is usually accompanied by poor results.
Seeing the results that our campaigns had yesterday is useful to keep us informed about the current situation of the campaigns and make sure that no errors or serious problems have occurred, however, these data should not be used alone to make decisions. optimization.
The vicious circle of making decisions over short periods of time will sooner or later result in more wasted time for the professional and worse results for the client.
The ideal is to make decisions analyzing statistically representative periods of time, depending on the size of the campaign you are analyzing, this period can be a few weeks or even months.
4) Set wrong goals
It is common that after setting objectives of CPA or CPL maximum for a given campaign, at first glance a campaign may appear to be a success, however the actual results for the customer are not as good as they appear.
This usually happens because the leads generated are of low quality, or the sales achieved are of low total value.
It is important to set CPL and CPA goals for the campaigns we manage, but instead of setting very strict CPL or CPA goals it is much better to set more general goals such as Value per Visit or Return on Advertising Investment.
