Are you aware of what you are doing wrong when targeting audiences through AdWords? Based on the current scenario, it is found that audiences are given more importance than keywords to get a successful online business within less time. Therefore, audiences are considered as the important part of AdWords campaign. But, still many marketers do certain mistakes that bring bad impact on their overall efforts when setting up targeting in AdWords.
Common 5 mistakes are as follows:
Generating Niche Lists Targeting Small Audience
Some create niche lists that target the small audiences. It is better to take help of Google Analytics to identify the number of unique visitors on definite pages for definite time period. You have to consider wider targeting list. Spending time in creating unusable lists is just a bad idea. The list sizes also depend on whether you are performing search or display re-marketing.
Inappropriate Ad Groups Settings
This mistake can lead to wastage of large cost or reduction of traffic. If you set up a bid campaign and bid-only ad group, you will observe more traffic than you expected, resulting in higher cost. If you set up a bid-only campaign and bid ad group, you will observe intensely reduction of traffic when you contracted the audience to only returning visitors. You must know the ad groups settings i.e. which one to target and bid.
Setting Lists with Improper Durations
Some marketers are not enough aware of the importance of duration. You must set up the lists with 180-day duration for RLSA campaigns and 540-days duration for display remarketing. If duration is not set up properly, it may leads to missing large amount of traffic or may mislead about the number of people you are reaching via the list.
Often, search marketers forget to subtract the duration from one list to another. It will end up reaching the audience through list with higher bid traffic. It means, you simply pay more than it was required.
Forgetting To Set a Frequency Capping
Some marketers make a big mistake by forgetting to set up a frequency capping. Setting frequency cap allows you to restrict the number of times a particular visitor is displayed the ad. It can be adjusted with variety of options such as limit for impressions set up for ad, ad group or campaign. Just select your campaign’s “Settings” Tab, then Click Edit option of “Frequency capping” under “Advanced settings”.
Inadequate Tracking of Seasonal Audiences
Marketers often make mistake of not tracking the audiences during definite time period. Tracking seasonal audiences is useful during seasonal products or services sale like festival gift shopping. Or, in example, services for students who need college essay, term paper, etc. will have most of their visits during finals and exams at universities and colleges. You must know when and how much people are coming around the specific time period. The list with improper duration needs to remove all users when you want to use it again, because selected duration has been passed.
The article will sure help you to set up the lists more effectively. Just need to access the bid adjustments regularly for the audience and analyze its effect with the right strategy.
About Author: Nicole Stansley is a digital marketing strategist for educational projects (i.e. www.homework-desk.com), writing and blogging enthusiast.