Stop Burning Cash
🚀 5 Ad Mistakes Killing Your Budget
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In this newsletter, you’ll find:
💸 Stop Burning Cash: 5 Ad Mistakes Killing Your Budget
🛍️ Google Analytics Boosts Product Visibility & Channel Analysis
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💸 Stop Burning Cash: 5 Ad Mistakes Killing Your Budget
Insights from Deividas Tokaris
Ad budgets are often wasted not because of poor platforms but due to overlooked mistakes in strategy and execution. If your ad performance isn’t hitting the mark, you might be making one of these common missteps. Here are five ad budget pitfalls to avoid and how to fix them.
1. Passive Campaign Optimization
One of the biggest mistakes is failing to act quickly when ads underperform. Early metrics like CPC and CTR often predict whether an ad will scale profitably. Waiting too long to make decisions can bleed your budget.
Fix It: Set hard limits for performance metrics. For example, pause ads that exceed 1x the checkout price without conversions. Act on early data to stop underperformers from draining your budget.
2. Overanalyzing Irrelevant Metrics
Many marketers fall into the trap of tracking too many metrics, which dilutes focus. However, only two truly matter: ROAS and CPA. Supporting metrics like CPM, CTR, and CPC should only serve as diagnostic tools.
Fix It: Simplify your analysis by prioritizing ROAS or CPA. Use CTR to measure engagement and CPC to gauge cost efficiency, ensuring every ad aligns with your primary goals.
3. Inconsistent Creative Testing
Frequent changes to targeting structures or abandoning tests prematurely disrupt campaign performance. A lack of structured creative testing often leads to unclear results and wasted spend.
Fix It: Stick with a single targeting structure for at least a quarter. Refresh creatives if tests don’t perform before making audience or bid adjustments. Regular creative updates often have the biggest impact.
4. Scaling Without a Plan
Scaling ad budgets too quickly can confuse algorithms and tank campaign performance. Sudden jumps disrupt optimization, leading to inefficiencies and wasted spend.
Fix It: Scale incrementally. For instance, increase ad set budgets by 20% every 48 hours. This measured approach gives the algorithm time to adjust while maintaining results.
5. Ignoring Social Proof
Social proof builds trust and credibility. Ignoring this factor leads to ads that fail to convert, even with good targeting.
Fix It: Use the same Post ID for multiple ads to consolidate engagement metrics. Boost top-performing ads with engagement campaigns to build trust and maximize ROI.
Avoiding these five mistakes can significantly improve your ad performance. By optimizing early, focusing on essential metrics, testing consistently, scaling with strategy, and leveraging social proof, you can maximize your budget and drive results.
🛍️ Google Analytics Boosts Product Visibility & Channel Analysis
Insights from Search Engine Journal
Google has launched two new updates aimed at improving product visibility and enhancing traffic source analysis for online merchants.
The Breakdown:
Google Analytics now integrates Merchant Center recommendations to help merchants address product data issues. This feature:
Alerts users to potential product disapprovals affecting visibility on Google Shopping.
Flags configuration issues like missing GTIN values that hinder product appearance in search results.
Provides direct links to Merchant Center for quick fixes, accessible via the Home page, Insights hub, Reports snapshot, and Acquisition overview report.
Custom Channel Groups Upgrade
Marketers can now use manual ad content parameters to create custom channel groupings for better traffic analysis. Available to users with Editor permissions, this enhancement removes reliance on auto-tagged parameters, offering more flexibility in channel performance insights.
These updates equip merchants with tools to enhance product visibility and refine channel analysis during critical shopping periods. By proactively addressing product disapprovals and customizing traffic insights, retailers can optimize their online presence and drive more sales through Google Shopping platforms.
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