There is a big challenge in paid media management, especially Google and Facebook Ads, which hold 62% of advertising dollars, according to eMarketer.
Both tools have evolved a lot in recent years, from the recent name change from AdWords to Google Ads, to the arrival of artificial intelligence and machine learning on platforms.
There is a new dynamic that requires new forms of management.
To help develop the Brazilian digital marketing market, we’ve selected the top mistakes that undermine advertiser performance.
These errors were based on the experience of our media team, and mainly include the errors with which new customers come here at Conversion.
1. Do not measure results considering sales funnel
We often hear the phrase, “My Facebook doesn’t convert!”
The problem is that not all paid media has the function of generating the conversion itself.
In fact, the campaigns that are likely to drive the most conversion are institutional search terms as well as organic and direct traffic that have similar behavior.
- Look not only at the ROI of each paid media, but at the ROI of your marketing and media plan;
- Understand the role of each media in each stage of the funnel;
- To work in this way, it is essential to have a sales funnel.
2. Do not parameterize the URLs to know the performance of each campaign.
We often hear the following: “Such paid media is good, but I don’t know which campaign yields results” or “Is it organic or paid that brings results?”
- Make the parameterization, considering at least: origin (eg facebook), media (cpc or organic), campaign (eg father’s day) and their creatives.
3. You use few creative variations and the one you converted last month stops converting!
We often see the following problem: It is believed that what drives conversion is paid media, but little attention is paid to the creative.
According to Google’s own data, creative quality accounts for 75% of the impact of ads.
A good creative line should include both ad variation (as over time a creative becomes “blind” to the user), as well as knowing the message that generates the best performance.
- Since the user is new to the news, always test and create variations of the ads;
- Know which type of creative converts the most (not necessarily the most beautiful!);
- Vary the creative so as not to bring down its conversion over time.
4. Targeting Wrong Squares Reduces Performance
We often see this: The product is only sold in the southeast, or even has better conversion in the southeast, and is segmented throughout Brazil.
- Do free shipping based segmentation, understanding which squares convert most and creating levers to reinforce sales;
- Invest more in squares with better conversion rate;
- Focus on squares that most buy your product or purchase your service (or companies that only sell to certain squares)
5. Use wrong keyword matches in Google Ads
Have you searched for a random word and your ad appeared? You may be throwing money down the drain.
- Mode keywords (+ Wide + Modified) are important, but should generally have a lower bid;
- Purchase exact terms for greater relevance, which can lead to lower CPC and greater control;
- Frequent tracking of search terms and make regular word negativity.
6. Do not use paid media remarketing campaigns or unleash their full potential
Problem: Do not make the most of your audience because those who visited your site are more likely to convert.
- Create remarketing lists by product / service categories;
- Explore dynamic remarketing based on the product feed (displaying the exact products the person visited);
- Reactivate your user base! People who have visited and not purchased have conversion potential;
- Generate repurchases, cross sell and upsell! Target who has already converted by offering complementary products
- Map your site with audience lists for all categories of the site, so you will have specific lists and can work these categories in isolation, giving more assertive bids.
7. You are using wrong bid strategies
Error: The account is intended for conversion but is optimized to maximize clicks. Or simply: the account is using the wrong strategy.
You need to know and use each bidding strategy provided by platforms for each campaign, according to goal and budget.
- Target CPA works well in mature campaigns or is not budget constrained – Target CPA bidding strategy works by optimizing the campaign to achieve a specific Cost per Acquisition (CPA) value ;
- In budget-constrained campaigns, or when the optimal CPA is not yet known, prefer to optimize to “Maximize Conversions”;
- Avoid click-maximizing campaigns as they are usually not associated with any goal… it is very curious! And it doesn’t take advantage of the machine learning, because, deep down, it is not optimized for any specific purpose.
8. In Google Ads, use few ad extensions
Problem: Since it naturally takes a lot more work to set up ad extensions, on a quick Google search you will find that most advertisers do not make the best use of ad extensions.
However, applying these features correctly can increase visibility (because your ad will take up more space on the user’s screen) and may lead to greater conversion (because you can contemplate distinct user behaviors).
- Consumer rating: bring the “stars”, as they generate credibility… this will depend on programming, but it pays off the investment.
- Sitelinks…. It’s very simple, it helps with CTR and conversion, but most ads don’t have it; sitelinks take up space and generate more visibility
- Price Extension: Place products and services that open a price breakdown popup and make life easier for you
There are still many other extensions, but not all will appear at the same time.
Our recommendation is to make the most of these features as it is one of the best ways to make every penny worth.
9. Do not set goal for Google Ads and Facebook Ads campaigns
Have you heard that phrase: “Let’s work without a goal, and when we hit the goal we double the goal?”
A little confusing, isn’t it?
What’s worse is that we often receive campaigns from Google and Facebook Ads that had no goals.
Error: You are not exploiting artificial intelligence resources to your advantage by giving the correct coordinates to the tool.
Each campaign must have a well-defined objective aligned with its strategy.
The solution is to set campaign goals according to (mainly) these goals:
- Brand Recognition (tool will optimize to get optimal impressions for each user profile)
- Sales (tool will target users most likely to buy)
- Leads (tool will target users most likely to generate sign ups) )
10. Don’t use different strategies for each device.
We often hear: We’ll only advertise on the desktop, because that’s where there’s the biggest conversion!
This mistake once again ignores the consumer buying journey.
The truth is that users often search on mobile and convert on desktop
Understanding the user’s journey is important… which is once again reflected in the sales funnel we have already talked about.
If you don’t have one, invest urgently in developing a sales funnel.
Finally, it may be a big mistake to have desktop and mobile campaigns: although being “proactive”, having device-targeted campaigns may not make the most of the integration of cookies that platforms have and therefore a worse ROI. Account Overview.
As we speak, we raise these errors based on what we see from new customers and even feedback from customers who talk to us.
Overall, we realize that the advertiser’s account doesn’t use all the tactical features that tools like Google and Facebook Ads provide today.
Also, another serious problem is not having a strategic view of the account and even creating an opposition between Google and Facebook.
As if one media were better than the other.
Of course, in some cases, some media will work better than others, but in general it is important to make the best of each medium considering the consumer’s journey.