Image copywrite XKCD.com
Google AdWords is a great platform for online paid advertising that just about anyone can utilize to manage multiple campaigns. Getting started with AdWords is a fairly simple process, but it takes time to become an AdWords master and know the in’s and out’s of the platform. If you are a novice when it comes to using AdWords, be mindful of the following 5 most common misconceptions.
1. Not all Google ad features work across Partner Search Networks
Targeting partner search networks can be limited with what Ad features can be used, such as Google reviews or Product extensions. If your team has a strategy utilizing any of these Google features, be sure to understand which partner networks this will affect, and how the results may not be completely representative over the initiative. AOL is one partner where Google features may appear.
2. Don’t assume Reach and Frequency reporting can be used on the search network
It is only for the Display network. More specifically, it is only available to use for interest category and remarketing campaigns. Please be mindful when you are planning on what and how to report to your client or boss about the performance of your campaigns.
3. CPM bidding is only available in the display network
A misconception by many novice specialists out there is that since CPM bidding is an option within Campaign Settings, it can be utilized for Google search. That is a false belief. CPM bidding is only available for the Display network, formerly known as the Google “Content” Network. There is no way around CPC bidding.
4. Keyword match types only applies to search networks, not display
If you are advertising on the Display network and you are utilizing the same campaign structure as the one you are using in search, you may want to review the keywords and make sure you prune out words that are very similar to each other, such as plurals and singulars of the same term. You may be limiting the actual reach your display campaign is receiving since your ad groups will more than likely contain 20 keywords or more. The match type design you built-out in the search campaign does not affect your display network targeting.
5. Understand your tracking technology
It is important to know the limitations and benefits between the different tracking you or your client may employ to report on Paid Search performance. Depending on the methodology of tracking, such as redirection tracking versus landing page tracking, the code may interfere with special logos that can appear on your ad, such as the VeriSign Trusted seal, or with other programs the system can integrate with, such as automatic URL tagging between Google Analytics and AdWords. By being better informed about the technology you use, the more effective your program will be and fewer mistakes will be made, saving your team time, energy and cost.
Tags: AdWords, display advertising, Google, remarketing
