There’s a fine line in digital advertising with doing enough, to doing too much. There are many things you can do during a campaign—adjust the budget, optimize ad groups, and change creative assets. But, there are also many things you should avoid during a campaign.
Choozle’s Client Success team shares the three things you should avoid doing during a campaign.
1. Don’t Over-Optimize
When launching a campaign it is important to wait several days for the campaign to stabilize before making any optimizations. Generally, Choozle tells clients to wait at least seven days from the start of a campaign to make the first adjustment and another 10 days after to make any additional adjustments. Additionally, rather than making a bunch of tweaks all at one time, make a few key adjustments and wait ten days before making more.
2. Don’t Overuse Targeting
The same way an advertiser can overuse creative, they can also over target their audience. Instead of continually using the same targeting method month after month, try mixing different contextual categories, geolocation and/or data audiences. This will ensure that the same group of people isn’t seeing your advertisement day in and day out.
3. Don’t Spread Budgets Too Thin Across Ad Groups
Having ten ad groups with only a budget of $100 is not going to be as efficient as having fewer ad groups with more budget. Spread your budget wisely and use the top 2-3 ad group strategies for your campaign. These strategies can be any combination of contextual, data and retargeting. If your budget is higher, you can also mix in CRM and IP targeting.
There are many tactics an advertiser can choose to run with during a campaign, but that doesn’t mean they should use all of them. Be strategic with your strategies, wise with your budget, and smart with your optimizations.