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Post #1 - Advanced Level Optimization in AdWords - Fixing Rare Mistakes
- Ad Copy URL vs Keyword Level URL: Do not forget to update your Keyword level URLs (if you are using them). As Keyword URLs trump the Ad Copy URLs, it is necessary that the advertiser should update both the final URLs whenever there’s a change in the landing page.
Learning: Never forget to update your Keyword Level URL.
- Brand vs Generic CPA: When optimizing bids, never ever consider account level CPAs as benchmarks if you have both Brand & Generic campaigns. Brand campaigns usually have a very low CPA when compared to Generic campaigns.
Learning: Analyze your Brand & Generic campaigns separately.
- Match Type & Ad Groups: Do not have multiple match type keywords within the same ad group. This might light to internal competition within your keywords eventually impacting your CPCs.
Learning: Set-up separate ad groups for different match types.
- Use Match Types to Restrict Audience & not for Relevance: There’s a common misunderstanding amongst the the users that Exact match keywords have a higher relevance factor to the user & Broad keywords have lesser relevance. If that was the case, then we should never see any Broad keyword with a Quality Score of 10/10, which is not the actual scenario.
Learning: Use Match types only to increase/decrease your reach based on your campaign goal. Use a broad keyword if your goal is awareness & an exact keyword if it’s conversions/clicks.
- Remarketing Lists & Audience Exclusions: Same user in Multiple lists. It is a well known fact that we most of the accounts have multiple Remarketing audiences, for Ex: Cart page Visitors, Checkout abandoners, All visitors etc. Now, visitors in Checkout Abandoners will definitely be a part of All Visitors, Cart page Visitors. Ensure to exclude higher funnel visitors in lower funnel Audience lists in order to show the most relevant ad copy & to avoid internal competition within your own lists.
Learning: Add Lower Funnel audiences as Exclusions in Higher Funnel Audience lists.
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