3 Ad Optimization Mistakes to Avoid
Could optimizing your ads do more harm than good? Avoid these ad optimization mistakes.
What is optimization? To make money as an affiliate marketer, your campaigns need to be optimized. Unfortunately, you can’t just create a campaign and generate a profit. It’s very rare that a campaign can continue to run untouched and still produce maximum ROI. When creating an ad campaign, you conduct keyword, ad copy and audience research. You create ads you think will resonate with your audience and drive them to a landing page you believe will convert them.
Unfortunately, running an affiliate ad campaign requires testing and optimization to deliver optimal results. You will need to test keywords and retest. You will create multiple versions of your ads and then probably start from scratch. You will tweak your landing page and your form until you get it just right.
The main ad networks know that marketers care about ROI. They also know that many of the people who use their platforms are beginners. As a result, they have created a series of auto-optimization tools to help advertisers reach their goals. Unfortunately, those auto-optimization tools might be doing more harm than good if they don’t align with your business goals.
Here are four common ad optimization mistakes to look out for and avoid in order to reach your ROI goals.
Running ads on old devices
Make sure you know and approve of where your ads appear. If your target audience is the wealthy or tech savvy, you don’t want to be showing your ads to people with really old devices. You can use device manufacturer and device model targeting to avoid this mistake.
Optimize for conversion
Running an ad campaign using the “optimize for conversion” bidding strategy sounds like a smart idea. There are a couple ways this type of bidding strategy can go wrong. Do you have conversion tracking set up properly? If you don’t, Google could be undercounting or overcounting your conversions and limiting when your ads run.
Not letting ads have enough time to rotate
If you set your ad rotation to optimize for best results, you might not be getting enough ad performance data. Google Ads may only run your new ad a few times before deferring to an older ad that performed well. If you don’t rotate ads evenly when you first launch them, you’re cutting your testing period short. When you create a new ad, change your ad settings to “rotate evenly” for at least a week if you have a smaller daily budget to gain enough clicks to make an informed decision. If you have a larger daily budget, you may be able to get enough clicks within a couple of days.
Every affiliate marketer needs to constantly optimize campaigns to maintain conversion rates and grow their business. One of the biggest mistakes you can make is not giving your tests enough time. Make a change, then be patient and wait for adequate data before reverting back or making another change.