Accepting all Google recommendations.
Posted: Wed Dec 11, 2024 9:16 am
When running Google Ads campaigns, you need to know that different types of recommendations from Google regarding your campaigns will appear in the panel with different frequency. Basically, they are intended to improve the optimization score, which is a forecast of the effectiveness of our account and is in the range of 0% to 100%, where we can achieve 100% by accepting all recommendations. However, it is not worth trying over dead bodies to improve the optimization score, some of the recommendations can significantly affect the quality and precision of the campaign.
Particular attention should be paid to recommendations that will expand the campaign's operation and change its main assumptions, such as matching keywords, adding more or increasing the budget by 350%-600%. The optimization rate should not be treated as the main determinant of the quality of the campaign.
TIP: When striving for the best campaign results, do not treat the optimization result as the only determinant. Be guided by the effectiveness of the campaign, the number of conversions and the results it generates, and this will be easier for you to monitor when you take care of the proper implementation of analytics. Before accepting any suggestion that appears in the panel, read its description carefully and consider what effect these changes will have and whether they are consistent with your campaign assumptions. It may turn out that a seemingly interesting recommendation will result in ads starting to be displayed for phrases that are not sales-related and will blur the effects.
9. No ad extensions.
Extensions are additional information in the ad content that makes the search result stand out from the rest and can positively influence the user's decision. They usually improve the campaign's exposure, which in turn improves its click-through rate. Depending on the type of business you run, different types of extensions may appeal to your audience. Ads without this additional information may perform worse.
TIP: Review the list of available extensions and add the ones that will provide the most value for specific campaigns, such as location, connections, or sitelinks. Once you add them to your ads, you can see how they are performing: the number of clicks and impressions, the associated costs, and other statistics. This information will help you determine which types of extensions are working best for your ads.
The most common mistakes in Facebook / Instagram Ads campaigns.
1. Running ads via “Boost Post”
When running a fanpage on Facebook, we regularly receive messages that are supposed to encourage us to fund the post with an advertising budget so that it achieves even better results. “Promote post” is nothing more than an advertisement, only in a simpler and very limited version.
So why not use this function?
When configuring the promotion of a post, you do not have the option to specify the target group. The number of goals, targeting criteria, budgets or advertising material - when promoting a post, we have a very limited campaign configuration panel, which unfortunately translates into the precision of display and campaign effectiveness. We suggest twitter database creating a Company Manager, then from its level an advertising account, where you can confidently create campaigns with greater possibilities.
And what if I do not want a new advertisement, but just use a post from the board?
At the last stage of campaign configuration in the Ads Manager, we have the option to select the ad type. At this stage, instead of creating another material, we can use the function: Use post as an advertisement.
TIP: If you don't want to set up a Business Manager, but you need to occasionally (this word is key ) support a post with a budget, use a personal ad account. To get there, open Facebook and find the "Ads Manager" item in the menu on the left. After clicking, you should be taken to the panel where you can configure the ad. And you can find information on how to do it step by step in another article available on our blog -> Click to check the article .
2. Configuring advertising without analyzing customer groups and their needs.
Many factors influence the success of a campaign. It is important to thoroughly get to know your potential customers, analyze their needs, and learn about their behavior. Why is this important?
In many cases, knowledge about the target group determines further actions. Based on the persona, we create the content of advertisements, graphics, or configure the target group. The more we know, the more of this information we can use and better adjust the communication. If the assumptions about the persona are incorrect or fragmentary, the ad text may not reach users, which will translate into worse results. We can compare it to a domino, if the block responsible for the persona is not placed in the right place, does not knock over the next blocks, or knocks over the wrong ones.
Knowledge about customers, their needs, expectations is also valuable in the context of further business development.
TIP: Take a piece of paper and write down all the conclusions and answers to the question: Who are my customers? Write down all the information that comes to mind.
Pay special attention to what stage of life they are in, what their needs are in relation to it. What do they value? What are their shopping behaviors and desires? In this process, it is also worth taking into account the opinions of your co-workers, especially those who have direct contact with customers. Ask them to make such a list as well.
If, however, you do not know anything about your customers, try the other way around: put in front of you the products or characteristics of the services you want to sell and write down this type of information about this product. Come back to this piece of paper in a few days and analyze.
It may not be a professional persona from a media house, but the process of writing down this information should lead you to new interesting conclusions and provide value.
And if you feel like it and have time, delve into the topic of building personas.
3. Targeting ads to too large and inaccurate a target group.
This error is very often a result of the error discussed in the previous point.
The topic of ad targeting is broad and deep. There are a lot of options that we can use, but simply - we need to know about their existence. Before we start configuring, it is worth reviewing the available options and deciding on the best one. You can read more about targeting options on Facebook in this post .
TIP: If you don't have a high enough advertising budget, avoid target groups that are in the millions - it's likely possible to refine the group and direct your ads to a more interested audience. Narrow down your target group with specific targeting options that will bring you closer to your persona. When setting up your group, use the notes on your target group that were mentioned in the previous point.
4. Not testing ads.
Tests are designed to reduce costs and maximize conversions. When launching campaigns on Facebook, you can test many elements: target groups, budgets, goals, creations or texts.
It is important not to test everything at once and in one campaign, because drawing accurate conclusions will be almost impossible. Elements that are definitely worth testing are graphics and text.
What's more, in standard ads created in Meta there is the possibility of adding up to 5 variants of texts to one ad, do not give up on it. It is true that you will not receive information which variant works best, but the algorithm, having so many options at its disposal, will strive to display the ad in such a configuration that will be most effective. At the same time, you can test different graphic versions.
TIP: When preparing an ad, keep in mind that graphics are usually the first element that attracts the user's attention. They must be interesting enough to stop scrolling and spend a few seconds on your material.
When creating graphics, remember what their purpose is - you don't have to (but you can) like them, they have to work. Make two graphics for testing. One that you like is aesthetic and neat. The other one should be simple but contrasting - add an element in a striking color, strongly emphasize the message, the offer. Add these two ads to one ad set and let the algorithms test them. It may turn out that a very simple, sometimes even "ugly" graphic for us will do a better job than an aesthetic but poorly eye-catching banner.
Particular attention should be paid to recommendations that will expand the campaign's operation and change its main assumptions, such as matching keywords, adding more or increasing the budget by 350%-600%. The optimization rate should not be treated as the main determinant of the quality of the campaign.
TIP: When striving for the best campaign results, do not treat the optimization result as the only determinant. Be guided by the effectiveness of the campaign, the number of conversions and the results it generates, and this will be easier for you to monitor when you take care of the proper implementation of analytics. Before accepting any suggestion that appears in the panel, read its description carefully and consider what effect these changes will have and whether they are consistent with your campaign assumptions. It may turn out that a seemingly interesting recommendation will result in ads starting to be displayed for phrases that are not sales-related and will blur the effects.
9. No ad extensions.
Extensions are additional information in the ad content that makes the search result stand out from the rest and can positively influence the user's decision. They usually improve the campaign's exposure, which in turn improves its click-through rate. Depending on the type of business you run, different types of extensions may appeal to your audience. Ads without this additional information may perform worse.
TIP: Review the list of available extensions and add the ones that will provide the most value for specific campaigns, such as location, connections, or sitelinks. Once you add them to your ads, you can see how they are performing: the number of clicks and impressions, the associated costs, and other statistics. This information will help you determine which types of extensions are working best for your ads.
The most common mistakes in Facebook / Instagram Ads campaigns.
1. Running ads via “Boost Post”
When running a fanpage on Facebook, we regularly receive messages that are supposed to encourage us to fund the post with an advertising budget so that it achieves even better results. “Promote post” is nothing more than an advertisement, only in a simpler and very limited version.
So why not use this function?
When configuring the promotion of a post, you do not have the option to specify the target group. The number of goals, targeting criteria, budgets or advertising material - when promoting a post, we have a very limited campaign configuration panel, which unfortunately translates into the precision of display and campaign effectiveness. We suggest twitter database creating a Company Manager, then from its level an advertising account, where you can confidently create campaigns with greater possibilities.
And what if I do not want a new advertisement, but just use a post from the board?
At the last stage of campaign configuration in the Ads Manager, we have the option to select the ad type. At this stage, instead of creating another material, we can use the function: Use post as an advertisement.
TIP: If you don't want to set up a Business Manager, but you need to occasionally (this word is key ) support a post with a budget, use a personal ad account. To get there, open Facebook and find the "Ads Manager" item in the menu on the left. After clicking, you should be taken to the panel where you can configure the ad. And you can find information on how to do it step by step in another article available on our blog -> Click to check the article .
2. Configuring advertising without analyzing customer groups and their needs.
Many factors influence the success of a campaign. It is important to thoroughly get to know your potential customers, analyze their needs, and learn about their behavior. Why is this important?
In many cases, knowledge about the target group determines further actions. Based on the persona, we create the content of advertisements, graphics, or configure the target group. The more we know, the more of this information we can use and better adjust the communication. If the assumptions about the persona are incorrect or fragmentary, the ad text may not reach users, which will translate into worse results. We can compare it to a domino, if the block responsible for the persona is not placed in the right place, does not knock over the next blocks, or knocks over the wrong ones.
Knowledge about customers, their needs, expectations is also valuable in the context of further business development.
TIP: Take a piece of paper and write down all the conclusions and answers to the question: Who are my customers? Write down all the information that comes to mind.
Pay special attention to what stage of life they are in, what their needs are in relation to it. What do they value? What are their shopping behaviors and desires? In this process, it is also worth taking into account the opinions of your co-workers, especially those who have direct contact with customers. Ask them to make such a list as well.
If, however, you do not know anything about your customers, try the other way around: put in front of you the products or characteristics of the services you want to sell and write down this type of information about this product. Come back to this piece of paper in a few days and analyze.
It may not be a professional persona from a media house, but the process of writing down this information should lead you to new interesting conclusions and provide value.
And if you feel like it and have time, delve into the topic of building personas.
3. Targeting ads to too large and inaccurate a target group.
This error is very often a result of the error discussed in the previous point.
The topic of ad targeting is broad and deep. There are a lot of options that we can use, but simply - we need to know about their existence. Before we start configuring, it is worth reviewing the available options and deciding on the best one. You can read more about targeting options on Facebook in this post .
TIP: If you don't have a high enough advertising budget, avoid target groups that are in the millions - it's likely possible to refine the group and direct your ads to a more interested audience. Narrow down your target group with specific targeting options that will bring you closer to your persona. When setting up your group, use the notes on your target group that were mentioned in the previous point.
4. Not testing ads.
Tests are designed to reduce costs and maximize conversions. When launching campaigns on Facebook, you can test many elements: target groups, budgets, goals, creations or texts.
It is important not to test everything at once and in one campaign, because drawing accurate conclusions will be almost impossible. Elements that are definitely worth testing are graphics and text.
What's more, in standard ads created in Meta there is the possibility of adding up to 5 variants of texts to one ad, do not give up on it. It is true that you will not receive information which variant works best, but the algorithm, having so many options at its disposal, will strive to display the ad in such a configuration that will be most effective. At the same time, you can test different graphic versions.
TIP: When preparing an ad, keep in mind that graphics are usually the first element that attracts the user's attention. They must be interesting enough to stop scrolling and spend a few seconds on your material.
When creating graphics, remember what their purpose is - you don't have to (but you can) like them, they have to work. Make two graphics for testing. One that you like is aesthetic and neat. The other one should be simple but contrasting - add an element in a striking color, strongly emphasize the message, the offer. Add these two ads to one ad set and let the algorithms test them. It may turn out that a very simple, sometimes even "ugly" graphic for us will do a better job than an aesthetic but poorly eye-catching banner.