🚨 Top 5 mistakes we found in Google ads audits in 2023

Avoid these common pitfalls 🪤                                                                                                                                                                                                                                                                                                                                                                                                                 December 28, 2023 | [Read Online]( [fb]( [tw]( [in]( [email](mailto:?subject=Post%20from%20Inceptly&body=Top%205%20Mistakes%20Found%20in%20Google%20Ads%20Audits%20in%202023%3A%20%0A%0Ahttps%3A%2F%2Finceptly-agency.beehiiv.com%2Fp%2Ftop-5-mistakes-found-google-ads-audits-2023) As a marketing agency specializing in Google Ads, we've audited countless accounts in 2023. We've noticed patterns in the errors businesses make, ranging from small startups to established e-commerce platforms. Author: Mirna Peric, Lead Media Buyer In this post, we're shedding light on the top 5 mistakes we've encountered so you can avoid these common pitfalls. Want to get a free audit of your Google Ads account from our team with no strings attached? Just book a call with us below, and we'll help you set the foundation for your success in 2024. Book a free YouTube ad brainstorming session with us here: [👉 Book a call]( Let’s dive in… 1. Misaligned campaign goals One of the most common errors is optimizing campaigns around the wrong conversion or account-setting goals. It's crucial to align your campaign's objectives with your business's broader goals. For example, if your goal is lead generation, ensure your conversions are set to track form submissions or calls, not just page views. Whether it's lead generation, sales, or brand awareness, ensuring your Google Ads settings reflect these aims is vital for effective advertising. 2. Overcomplicated campaign structures An overly complex structure can be your downfall. Another frequent issue is an overly complex campaign structure with too many ad groups. This can lead to disorganization and dilute the focus of your ads. This not only improves relevance but also makes it easier to analyze performance data. Tip: Use one ad group per campaign with up to 5 assets. 3. Inappropriate audience mixing Mixing remarketing and top-of-the-funnel audiences in the same campaign is a strategic misstep. These audiences have different levels of awareness and intent, requiring tailored messaging and approaches. Segmenting these audiences into separate campaigns can significantly boost the effectiveness of your ads. 4. Showing your ads on the wrong placements One of the subtler yet impactful mistakes in Google Ads is displaying your ads on inappropriate placements. The right ad placement is crucial for reaching your target audience effectively. When ads appear in irrelevant or low-quality locations, it not only wastes your budget but also dilutes your brand's message. Like it is in this example - you can see the difference in performance between in-feed placement and other display sites and mobile apps. The key is understanding where your audience spends their time and what kind of content resonates with them. For instance, if you're targeting professionals, placing ads on business-related websites or platforms might be more effective than general news sites. Tip: Apply these two exclusion codes as a default setting for your video campaigns. This will help you avoid unnecessary junk traffic from the get-go and save some bucks: - mobileappcategory::69500 - googleadsense_without_youtube.com 5. Inefficient bid-to-budget ratios Lastly, maintaining a balanced bid-to-budget ratio is essential for campaign success. An imbalance can lead to missed opportunities or overspending. Regular monitoring and adjustments based on performance data can help in optimizing your ad spend. Follow this rule - you need to spend at least 5x your tCPA per testing variable before making decisions on further steps. Google is recommending 10x tCPA per day. This will minimize decisions based on random luck or lack of it and get you closer to statistical significance. Tip: Utilize smart bidding strategies whenever possible. We often recommend Target CPA (tCPA) bidding, as it allows for more efficient use of your budget by focusing on conversions at a specified cost. However, it's crucial to adjust your strategy if your campaigns are struggling. Sometimes, a switch to maximize conversion bidding strategy or another automated strategy like Target ROAS can offer better control and results, especially in fluctuating market conditions or niche segments. Avoiding these common mistakes is not just about improving campaign performance; it's about laying a solid foundation for your success in digital advertising. Understanding and implementing these principles will help ensure that your Google Ads campaigns are not only effective but also aligned with your business objectives. Remember, success in digital advertising requires a strategic approach, and these key points serve as the cornerstone of that strategy. If you're looking for expert guidance to build a robust foundation for your Google Ads campaigns or need a professional audit to uncover areas of improvement, don't hesitate to reach out to us. Our team of experienced marketing professionals is dedicated to helping you achieve optimal results and drive your business forward. Mirna Peric, Lead Media Buyer Mirna is a top-notch Media Buyer with years of experience and millions of dollars in revenue-generating ad spend to prove it. Her insatiable curiosity combined with a strategic mindset helps her stay ahead of the game when scaling our clients' offers. 💌 Like this newsletter? Let's continue the conversation Get in touch with us by responding to this email or tagging us on [LinkedIn]( or [Instagram]( and sharing your thoughts. Your feedback helps us keep our newsletter relevant and interesting. - This newsletter is brought to you by - Inceptly: the performance video ad team behind $950M+ in direct response revenue Inceptly High-Performance YouTube Advertising Agency Inceptly builds YouTube ad creatives & manages over $5M/month in YouTube ad spend for companies like ClickFunnels, Descript, MindValley, Advanced Bionaturals, Organifi, and many more. [Find out more at Inceptly.com]( Are you spending over $1K/day on ads and looking to scale your business with YouTube ads? 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