Why are Campaign settings crucial, and why hire a pro?

Creating campaigns can be challenging. Why you should hire a Pro to set it up.

High-quality pictures, videos, or catchy taglines are not only the main concerns while creating a campaign. That is the easy part as compared to the technical part of running the ads and consistently monitoring their progress and data. Regardless of the high-intent keywords you choose or superior ads you write, incorrect settings will limit your performance. If it does not reach the right people at the right time. That’s where campaign settings matter. You want your customers to see your ad when they are looking for it in the search engine/browser. Bad settings can mess you up. This is when you hire a professional to do the job.

From giving ads in Search Engine to Social Media, every place has different ways to run ads. You will need to acquire the skill yourself, and it will certainly require a significant amount of time and effort to master. For example, managing a Google Ads campaign is quite distinct from handling a Meta Ads campaign.  

At Shop Dog Marketing, we have in-house PPC specialists who are certified, they can not only manage your ad campaigns but also get the best of your money’s worth from Ads because our team knows how to run it efficiently.

Since you are spending your money on the campaign, one of the major things to have an idea of is the daily budget, which is the average amount you want to spend each day over a period of time (month). To calculate how much you’ll spend in a month, multiply your daily budget by 30.4 (or the average number of business days in a month) or let’s say 24 days of running business days. Keep in mind, Google Ads can spend up to twice your daily budget in a day but will never exceed your budget for the month. Spend may vary by day.

To influence the auctions of your campaign, campaign settings play a significant role. There could be instances where you don’t set up the ads properly and could spend the entire budget in a single day. There are other major things that could happen with lack of proper settings:

  1. Account Structure: In case of Google Ads, there is a structure that needs to be followed. It can be challenging to  optimize Google Ads Account effectively if there is inadequate organization and structure of Campaigns, ad groups and keywords. 
  2. Irrelevant Traffic: This is an expected outcome when the settings are not done properly. Your ads may get irrelevant clicks causing you waste expenses and low conversion rates. Proper keyword targeting and negative keywords is required which requires help from someone who has already done this before.
  3. Poor Ad Position: This is where it gets technical, while running ad campaigns, bidding strategies may become incorrect which can definitely result in low quality scores. This will lead your ads to appear in lower positions on the search results. This reduces your visibility.  
  4. Lack of Conversion Tracking: When you are not implementing conversion tracking, it makes it very challenging to measure the effectiveness and find out how the ads are actually doing it. When you have professionals do it for you, They will not only give you data on how your ads are doing , but also give you suggestions on how you can make it better.
  5. Failure to Test: Running ads for one time is not the way it’s done. You’ll have to run multiple ads to find out which one will rank better and lead to high conversions. You need to check the headlines, descriptions, keywords etc time again. This is time consuming work. But if you hire a professional, they’ll take care of everything for you.

Despite finding out the struggles to run an ad by yourself. You can still give it a try.  It’s always a good idea to check something out by yourself first. There are basic checklists, if you search on how to set up ads.You can always follow that. There’s always trial and error. So here are some the interesting tips from Google itself:

  • Don’t limit location or language settings unless necessary

Contrary to popular belief, you don’t need to target the English language when your ads are written in English. Instead, target All languages. Why? Because your keywords act as the only language filter you need. For example, ‘mesa’ and ‘table’ register as different search terms, even if the keywords represent the same item. If someone inputs the term ‘mesa’ when you’re bidding for the English keyword, it won’t trigger your ad anyway.

  • Set a daily budget of at least 10 times your cost per acquisition

Cost per acquisition (CPA) is a marketing metric that measures the total cost of a customer completing a specific action. In other words, CPA indicates how much it costs to get a single customer down your sales funnel, from the first touch point to the ultimate conversion.

  • Always create separate campaigns when separate budgets are needed

Take your overall daily budget and divide it by the total number of campaigns you are launching across the different ad networks. This will be the initial campaign daily budget. Apply the campaign daily budget to each campaign you are launching. This will help you manage your total budget across your campaigns.

With ever-evolving algorithms and continuous updates, individuals must dedicate themselves to ongoing study to master the art of running effective ads. While you can concentrate your time on growing the business and leave the tasks to the professionals who can run your ads in the digital space, Shop Dog Marketing is here to fulfill all your advertising needs. Whether it’s Google Ads, Bing Ads, Meta Ads, or any other platform you prefer, we’ve got you covered.

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