5 Google AdWords Default Settings That Kill Your ROI

A large number of Google AdWords default settings, which guarantee success could result in huge expenses that will give almost no return on the investment. Let us have a look at 5 AdWords’ default settings, which promise huge success with Google advertising, only to deliver utter disappointment.


Default Setting No. 1: Display Select with Search Network


In AdWords when you create a Search Campaign, you opt into the serving ads automatically on Display Network as well as Search Network. Google called this hybrid campaign – ‘Search Network with Display Select.’ However, it was later simplified as one of the Network settings in the new interface of AdWords.


It was renamed as ‘Include Google Display Network,’ that will let you serve ads on Google Display Networks and Google Search simultaneously through one single campaign.


Although it can appear as an efficient and better option, how it presents ads and its limitations across networks might prove expensive.


The Promise


Google assures the inclusion of ‘Display Network’ in the Search Campaign and claims it to be a better alternative for serving the ads. It can appear to be a better idea than spending time on creating two campaigns for the same service/product.


The Reality


The Search Network’s premise with Display Select is certainly a good option; but we have personally witnessed it proves to be more expensive to the advertisers that gives a low return on ad spend. The trend or option is attributed to restricted capabilities of targeting and the budgets will dwindle fast on the GDN!


While you serve the Display Network ads with the help of any Search Campaign, your optimization capabilities are limited. As an advertiser you can achieve greater success, if you have better control over the campaign targeting.


The Solution


Un-check ‘Include Google Display Network’ in the network settings of your campaign and create different Display Campaigns while advertising on Display Network. Although, it will require some extra effort to manage two campaigns, it will help in targeting and make the budget controlling better, which will help you in saving more money and making the investment worthwhile.


Default Setting No. 2: Including Search Partners


One of the most popular features that advertisers overlook is the option of including Search Partners when they just start to set up the AdWords campaigns. Every advertiser while he or she creates an AdWords campaign, is opted into serving the ads by default across all the Search Partners of Google. The Search Partners improve your search’s reach across many non-Google websites.


Google doesn’t publish the list publicly, but they have disclosed few of them like the New York Times, About.com, AOL, etc. Although, these names are big and sound enticing, you should remember that there are many websites that you haven’t even heard about.


The Promise


The serving ads’ value on the Search Partner sites of Google advertising is supposed to be around ‘diversifying’ the presence of your ad. Google Search is becoming more competitive and it is proving to be expensive. Therefore, is it a good idea to capitalize on cheaper clicks and share your wealth with the partner sites? Let’s find out.


The Reality


Enabling the Google Search Partners often affects the performance negatively by lowering the CTR (click-through-rate) and that can make you increase the bids as well as spend. On the other hand, we have seen that the ads on Search Partner websites are getting a very high number of clicks, which eats up budgets and achieve zero conversions. Further, it is also tough to manage the sites in which your ads are appearing, and we know well that when you are unable to control your as, you will end up wasting more on Google advertising.


The Solution


The solution is simple: just deselect the box of Search Partners in the network settings of your campaigns while you set up the campaign. If you want to remove Search Partners from any of the existing campaigns, you can click into ‘Setting,’ scroll until you find ‘Networks’ and deselect ‘Include Google Search partners.’


Default Setting No. 3: Broad Match Keywords


When creating the list of keywords, Google categorizes them as ‘Broad Match’ keywords by default. The name is self-explanatory and as the name suggests, it is the least restrictive match type.


In simple terms, your ads have better chances of getting triggered and clicked on. Google will be able to work more freely while serving your ad. However, there can be an issue of the clicks’ quality.


The Promise


Google’s promise here is quite simple: if the match type is broad, the chances of the ads getting triggered and clicked are higher. Broad Match keywords certainly ensure more website visitors and clicks; however, if it’s a wrong kind of user clicks would be meaningless.


The Reality


Keeping keywords in the Broad Match can prove expensive and unreasonable, especially if the traffic is not relevant. That is how Broad Match keywords work with AdWords.


If the keyword is in Broad Match, the ad will be triggered by Google if the search query has ‘misspellings, related searches, synonyms, and many other relevant variations.’ For instance, if there is a keyword like women’s hats in the Broad match, another user searching for men’s hats could trigger it and ultimately click on the ad. It could be bad if the company sells women’s hats only!


The Solution


You can do two things to avoid any damage by Broad Match keywords.


Change your keywords’ match type while making the keywords list. The best way would be to use Phrase match keywords and Broad match Modifier, just the way they offer advertisers a fantastic reach and maintain control over the query quality, at the same time.


When you are sure the Broad Match keywords are an ideal option, you can leverage the Search Terms Report. It will help you in understanding the certain queries, which causes the ads to trigger. As soon as you have the information, you can start building a list of negative keywords so that no irrelevant search triggers your ad. Although, it is a time-consuming exercise, but it will ensure a good ad maintenance and will be worth for google advertisers.


Default Setting No. 4: No Mobile Bid Adjustment


The Promise


Google’s promise here is about the trend that is quite apparent across industries: an increasing number of people are spending most of their time on mobile phones. Since, more people spend most of their time on mobile phones, advertisers should take advantage of it.


The Reality


In reality, the issue isn’t about the advertisers being equal or not, but few businesses convert worse on the mobile devices as compared to desktops. Therefore, such businesses shouldn’t waste money and effort to make mobile advertisements work.


The Solution


If you are an advertiser who does not have a website that is mobile optimized, then you should consider taking away the ads from the mobile traffic.

Default Setting No. 5: Interested Users in Targeted Location


The Promise


The targeting options of Google advertising are the main reason behind its reputation of being a valuable and trusted platform for almost every business. No user would like to spend on a click that came from a user living in Nebraska. Therefore, the location plays a vital role in it.


The Reality


Account managers check this as one of the first settings, while optimizing the new account. A number of clicks come from places where the setting is set on. Generally, there will be a large number of irrelevant clicks.


The Solution


The solution is simple: You have to go to your campaign first, then choose ‘Additional Options’ > ‘Location Options’ > select ‘Target people in your targeted locations.’


You are all set now!


There are a number of awesome things that you can achieve with AdWords. It makes Google advertising much better, especially when you have a better understanding.