Incorrect campaign settings lead to inefficient spending.

You can fix these mistakes yourself. We have collected the 10 most common and offensive mistakes in setting up an ad campaign.

Mistake #1
Launching advertising without market analysis.

Before you set up your ads, check Wordstat to see how often people search for your topic on the Internet.

? Error #2
One ad for all advertising campaigns.

Create your own ad for each keyword phrase. If a person sees information in the text that is relevant to their request, the likelihood of a click will increase significantly. In addition, if keywords are included in the headline text, advertising systems highlight them in bold. This increases the clickability of the ad.

? Error #3
One campaign for both search engines and advertising networks.

Divide your campaigns into search and ad networks, as they generate different traffic in terms of "purity" and have their own specific settings.

? Error #4
Investing in advertising campaigns with a high bounce rate.

Check the bounce rate by group/keyword/campaign. It is individual for each segment, but it should definitely not exceed 40%. If there are groups/keywords/campaigns in the search query report where it is >40%, you should analyze the CPL on a daily basis. Irrelevant keys will have to be added to the negative keywords, and groups and campaigns will have to be disabled.

It is recommended to analyze the Search Queries report and record irrelevant keys by adding them to the negative keywords. Especially when you launch new campaigns.

? Mistake #5
Incorrect geographic targeting.

Make sure that your ads are displayed only in the region that your company operates in.

? Error #6
Incorrect time targeting.

If you promise to contact within 5 minutes, and managers work until 19:00, then stop showing ads at 18:55 until the next business morning.

? Error #7
Business offers from

In advertising networks, queries such as "price", "buy", etc. are cut off by many platforms. Remove commercial words from the list of keywords.

? Error #8
Ads for very broad keys

A query for "business analytics" can lead to too much untargeted traffic, which will only drain the budget. Such requests will be expensive, but they won't lead to customers.

Try to transfer these keys. Because traffic from there usually consists of users whose demand has not yet been formed and who find it useful to learn general and introductory information about the product.

? Error #9
Tasteless ad text.

Are plastic windows expensive? Don't put up with it!
Only now there is a super offer:
The best windows in Ukraine for the price of three cups of coffee.
Apply now and get door handles as a gift.

We hope you understand! Be honest and avoid clichés. And don't shy away from analyzing competitors' ads. This will help make your offer really attractive.

? Error #10
Lack of analytics of advertising campaigns.

Looking at your ad's CTR every Monday is not analytics. Daily bidding adjustments, testing different ad variants, analyzing the effectiveness of advertising by ROI, accounting for returns and repeat sales are just a small part of the indicators that need to be considered to understand whether your advertising is profitable.