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18 errors killing listing advertising accounts

Although it should have been an account built over time, I was in trouble because the results did not grow well! I’m sure everyone has experience, but there are actually cases where the power of the built account is not fully demonstrated due to a slight mistake. There are many types of mistakes, regardless of genre.

  1. Loss of opportunity due to budget setting

This is a common mistake in setting a campaign budget. Despite being cost-effective, the daily campaign budget setting is too low, so you miss the opportunity to show ads and miss the sales and conversions you might have received in the meantime. .


For example, it is often the case that the campaign budget is low, the advertising costs approach the budget set before the evening, and the advertising at night is greatly suppressed from the evening. If the product is a product that activates activities from evening to night, it can only be said that the business opportunity has been completely thrown away. It ’s very wasteful.


Similarly, using the “budget sharing function” provided by Google AdWords to significantly limit the daily budget of the entire account can cause missed business opportunities as well.

  1. Portfolio composition mistakes

This is a case where there is a problem with the advertising cost itself.


Budgets are fixed for each medium, such as Yahoo!

Monthly budget allocation mistakes (decided by annual plan, daily usage amount, etc.)

Budget allocation is determined for each product (• 10,000 yen for search-linked advertising, • 10,000 yen for remarketing, etc.)

This is especially important if you have decided exactly what your advertising budget is.


However, there are cases where a major company has to decide on a budget plan in advance for the monthly budget allocation. Since the plan is already decided, it is important not to end with… but to prepare an environment where the budget allocation can be changed according to the situation.


Also, I would like to say loudly in this section that even if there are cost-effective media at some point, there is a limit on the budget for each media and the monthly budget, so it is possible to spend more budget. The fact is that there are so many cases that cannot be done with many accounts. This is common in both organizational and player issues.

  1. Not using match types

For example, this is the case when all bid keyword match types are biased such as “exact match” or “partial match”.


An “exact match” only account will only show ads within the scope of the search term that exactly matches the bid keyword. Because it is difficult to find new keywords because there are no ads in search terms, it will result in lost opportunities, and accounts with only “partial match” can cover various search terms, but good results When there is a search term, it is very difficult to control bidding for only that search term, and as a result, the overall cost effectiveness is reduced.

  1. Campaign misconfiguration

The most common problem here is a mistake in setting the ad distribution region and ad distribution schedule.


For example, a local business listing ad that was distributed to an area not covered by the business, such as a campaign aimed at telephone conversions. There are many cases where it says that it keeps delivering.


In addition, all prefectures such as “Hokkaido”, “Tohoku region”, “Kanto Koshinetsu region”, “Hokuriku region”, “Tokai region”, “Kansai region”, “Chugoku region”, “Shikoku region”, “Kyushu Okinawa region” If you set up a campaign as a certain unit and finally specify the delivery area for all 47 prefectures in each campaign, the advertisement will not be delivered to “unknown area (Japan but the prefecture is unknown)” There are often cases of loss. By creating one campaign for unknown regions and “Exclude all 47 prefectures”, only unknown regions can be distributed.

  1. Unintended advertising exposure

In some cases, the bid is out of balance and the ad is displayed with an unintended bid keyword, or the broad match bid keyword is displayed with an unintended search term (search query). Unintentional advertising can result in only ad clicks that are unlikely to lead to business results.


If you ’re seeing unintended search terms for broad-matched bid keywords, check your search terms report and set negative keywords to prevent your ads from showing on unintended search terms. However, because of negative keyword match type setting mistakes and self-exclusions, ads no longer appear for the intended search terms! Let’s be careful not to fall into the situation.

  1. Inappropriate destination URL

This is a case where the link URLs are all the same or all the top pages, for no reason.


When narrowing down the link destination URLs, it is important to find the most effective link destination after trying various possibilities, such as performing a split run test with multiple link destination URLs.

  1. Display ads can’t be tuned

This is the case for Yahoo! Promotional Ads, where interest matches are used in sponsored search campaigns, and for Google AdWords, content targets are delivered in search-linked advertising campaigns.


Because search-based advertising and display advertising differ in the way of thinking, delivery, and tuning, it is not a good idea to simultaneously deliver search-based advertising and display advertising in one campaign. Let ’s manage separate campaigns for search ads and display ads.


  1. Incorrect targeting settings

The following are the main cases that are commonly mistaken when using display ads.


Display ads do not exclude conversion users (unless intentional):

There is no problem if it is a measure aimed at repeaters, but if you want to target new customers, exclude conversion users.


Set negative keywords for interest-based ads (remarketing, interest categories, etc.):

Except in special cases, this is an advertisement linked to “people”, not “contents”, so setting negative keywords can be a lost opportunity.


The user list used for remarketing is all visitors to the site, and the default cookie retention period is:

In many cases, it ’s easy for your business to reach your business, as soon as you visit, and it ’s harder to convert over time.


For campaigns that generate a lot of conversions per day, the Conversion Optimizer introduces a bid that takes into account the elapsed time even if the default cookie retention period is 30 days. You might want to control your bids by creating a user list for each day since your visit.

  1. The ad appeal is not thought out

USP (Unique Selling Proposition) is not included in the ad text appeal due to lack of in-house or competitive analysis, even though the ad group is subdivided, the ad text appeal is the same for each word, keyword and ad text As a result of sticking to matching, it is a case that the ad text appeal is not “good”, such as the Japanese language is unnatural, the ad text suitable for the product phase is not available .


Dramatically, such as setting an appeal that is at least competitive advantage, combining ad text with bid keywords in Japanese, which is not impossible because the ad group was divided, and using ad text that suits the product phase Let’s get results. Do n’t forget that your ad text is n’t just about triggering clicks, it ’s a powerful trigger for buying.

  1. Not doing AB testing of ads

Performing an AB test of advertisements (both text and images) is one of the necessary measures to increase conversions. It is important to always set up 2 to 3 types of ads and continue the AB test of ads with the spirit of finding Z, not A, B or C.

  1. Not enough ad types set

This is a case where there are omissions in settings such as image ads only, text ads only, and image ads that do not have enough banner size.


Some inventory can run only image ads or only text ads, so set both images and text to avoid lost opportunities. Ideally, all banner sizes can be prepared for insufficient banner sizes, but if not, there is a way to prioritize each size that has a large impact on impressions.

  1. I do n’t use ad extensions

Ad position and actual cost-per-click (CPC) decisions The ad rank that will be affected is determined by “Bid Ad quality + Ad format (ad extensions, etc.)” (see past article below). Use of display options only has a positive impact on ad rank. Let’s set ad extensions aggressively unless you ’re not going to use these ad extensions because you only want to be directed to a specific landing page.

  1. Excessive or excessive setting

The following items are examples of over or under setting.


Negative keyword settings:

Without carefully examining the contents of the search term report and the negative keywords to be set, by setting a large number of negative keywords, it is intentional to exclude even the keywords and related terms that you are bidding without knowing In some cases, your ads will stop appearing, and in other cases, your ads will appear with unintended search terms.


All ad groups are 1 ad group 1 keyword:

There is no particular problem if this configuration is used as an intentional tactic. In this configuration, the more keywords you bid on, the more complicated your management becomes, so it should not be used easily unless it is absolutely necessary for your tactics.


Create a user list with a “validity period of one day” or “a large amount per page”:

Since the accumulated users will be dispersed, there is a risk that the number of users will be less than the required number of users that can serve ads.


Excessive frequency cap setting:

Excessive setting is only a loss of opportunity. You should only use it if you really need frequency caps or think you can do anything else.


Region, device, day of week, and time settings are too fine:

By setting it finely, there are more places where tuning work should be seen and adjusted. It takes time and work, so if you spend less time on other things, you might end up falling.

  1. Don’t check detailed reports

The detailed reports mentioned here mainly refer to three categories: “by device”, “search term”, and “placement”. Use these reports to see how good or bad your device is, whether your ads are n’t showing on unintended search terms or placements, or are n’t doing well with unexpected search terms or placements let’s do it. It is recommended to incorporate it into daily routine work such as Monday and Friday.


This report is often overlooked because it requires more work to display than the reports that can usually be checked on the management screen, but these reports are used to tune the business appropriately in consideration of the impact on the business. Let’s go now.

  1. Don’t challenge new products

For example, the only challenge is search-based advertising, and even if you do display advertising, you are only working on remarketing and only Google AdWords.


Even if only remarketing is performed, there are still many things that can be done, such as creating a list of conversion users and distributing them to similar users. must. It is not uncommon to get big business opportunities with just a few settings, such as using a conversion user list.


When listing ads, which are representative of operational ads, are considered investment management, there is no reason not to always take on new challenges to grow your business. Let’s start the challenge from a small amount.

  1. Failure to confirm after implementation

This has been completed from account construction! Tuning is over! It is a pattern that makes people feel safe at the stage of implementing measures, and neglects subsequent behavior and confirmation. Some of the most common ones are:


Rely on bidding optimization features (such as conversion optimizer and automated rules):

Depending on the settings, there may be unexpected behaviors such as sudden budget exhaustion or drastic reduction of impressions of main keywords.


Don’t check bid keyword placements, ads aren’t showing up:

Use a preview tool to check whether you have missed any mistakes immediately after launching or after tuning.

  1. Operation team structure

In this case, there are too many members involved in the project, or internal / external rules may slow down the results of the account. The main items are listed below.


Full division of labor such as account construction, operation, reporting, and sales:

Communication costs increase due to the large number of characters, and miscommunication and coordination errors tend to occur frequently.


Divide accounts too fine:

This is a case where accounts are divided according to distribution products and devices, such as search-linked advertising and display advertising, or PC / tablet and smartphone. Work efficiency is definitely reduced because tuning such as trafficking and bidding is done at the account level.


I don’t have access analysis permission or tagging:

This is a case where the relevant parties are not able to cooperate with the matters necessary for measuring and improving the effectiveness of the advertisement regardless of the reason. Needless to say, advertisement distribution in the state where the cooperation of each related place is not obtained, advertisements due to lack of analysis due to inability to see access analysis data, no tags, etc., no matter how strong the account is The negative aspect of not being able to properly evaluate is prominent.


  1. Work complexity

If the various operations that accompany the operation of the account occur or the volume is enormous, the site may become exhausted. The following example is just one example, but is it really necessary work? It is necessary to request these tasks after careful examination.


Create and assign a large number of measurement parameters:

It ’s very understandable that you want to see the details of each keyword and ad text. However, if you add several thousand to tens of thousands of parameters each time you add keywords or ad text, the site will definitely get exhausted. Also, this means that the more you try to do something, the more time it takes (parameter publishing, confirmation, trafficking, adjustment, reconfirmation, etc.).


Care should be taken because this leads to invisible opportunity loss.


Too many report types and frequencies:

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