Common mistakes when starting a new campaign

Here’s a list of the most common mistakes when creating/optimising campaigns:

• Don’t make changes too quickly. Changing your manual bidding campaign too quickly will make it difficult to track how well the changes actually perform. It can take several days for your campaign to adjust to a changed CPC or new budget, so give it time to settle in before rushing to change it.
• Forgetting to change bids depending on different factors. You shouldn’t just pick a magic number and stick with it across all of your campaigns. Different audiences and different ad goals, for example, may have different costs. They may also have a different value to you, which is also worth noting. Pay close attention to different and specific goals you have for each campaign when setting up and adjusting your manual bids.
• Cannibalisation. Take into account possible ad overlaps between campaigns to predict the behaviour of their traffic:
• Same ads in different campaigns with the same CPC: It will be difficult for you to check which campaign is receiving clicks and conversions. Usually the campaign created before has predominance, but not always.
• Same ads in different campaigns with a different CPC: the ads will be assigned to the campaign with the highest CPC. This way, the campaign with a lower CPC will have less active ads and therefore might receive less clicks and conversions. 
• Not enough ads in your campaign. We wouldn't recommend to segment your campaigns too much: even with a competitive CPC and a high budget, the volume of ads remains a fundamental condition to ensure a good delivery of traffic.
• Too many campaigns to control. A high volume of campaigns increases the complexity of managing and controlling your investment. Make sure you have a consistent and not too extensive campaign structure. This will help you to understand where and how to intervene to improve performance.
• Segmentation text with no ads. If you decide to adopt the solution of a segmentation tag, always check that the volume of ads selected is consistent with the expected one, and not drastically reduced due to lack of maintenance of the feed.
• Agencies or dealers, not corresponding with the feed. If there is no exact match between the word included in the feed and the word used in the campaign, the ads will not be identified. The selection field is case sensitive.