These Settings Could RUIN Your PPC Performance

Running a successful PPC campaign involves more than just setting up ads and letting them run. There are several settings in your ad platform that, if not configured correctly, can drastically impact your campaign's performance. At Charisma Communications, we want to help you navigate these settings to ensure your PPC campaigns deliver the best results.

These four crucial settings could make or break your PPC performance and provide simple guides on how to adjust them effectively. Improve your PPC performance with these tips!

Location Settings

Your target is typically centered around your country. In the US, you may think the ad is all set up. However, by default, it is just showing your ad to anyone interested in the US. In order to restrict it to people who live in the US, you'll need to go to advanced location settings, and adjust the campaign settings that way.

To refine this setting:

1. Go to your campaign settings.

2. Click on 'Locations' and then 'Advanced Location Options.'

3. Select 'People in your targeted locations' to ensure your ads only reach people physically located in your target area.

Performance Max

While performance max does imply max performance, it's important to only use this once enough data has been gathered. These campaigns leverage AI to optimize for the best performance, but they require sufficient data to function effectively. Without enough conversion data, you might end up with poor results.

To switch to Performance Max wisely:

1. Ensure your current campaign has accumulated enough conversion data (typically a few solid conversions).

2. In your campaign settings, switch to Performance Max under the 'Campaign Type' section.

3. Monitor performance closely and adjust as necessary.

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Display vs. Search

When you create a search-based ad, it's likely going to offer display as part of the ad. This can be seen if the campaign logo is a magnifying glass and a rectangle. Display ads can pop up on the side of YouTube videos, or on random websites, burning through your money with bad targeting and bot farms. You'll want to make sure the ad is set to search only by disabling the display ads in settings.  

To set your campaign to search only:

1. Go to your campaign settings.

2. Under the 'Networks' section, uncheck the 'Include Google Display Network' option.

3. Ensure only 'Search Network' is selected for better targeting and budget utilization.

Broad vs. Phrase vs. Exact Match

In the recent couple of years, Google has changed their keyword settings to focus on broad match. With the evolution of AI, they've changed the process for how keywords get connected.  

Exact matches can be too restrictive for Google’s targeting system, and you’ll likely miss potential traffic. An exact match campaign should rarely be used, as broad and phrase match allows you to hone in on the intention of the search.

To adjust your keyword match types:

1. In your keywords tab, select the keywords you want to modify.

2. Choose the appropriate match type from the options: Broad, Phrase, or Exact.

3. Broad match captures a wide audience, phrase match targets more specific queries, and exact match narrows it down to precise terms.

Optimize Your PPC Campaigns with Charisma Communications

Avoiding common PPC pitfalls can significantly enhance your campaign's performance. By correctly setting location parameters, wisely using Performance Max, separating display from search ads, and choosing the right keyword match types, you can ensure your ads reach the right audience effectively.

For more personalized assistance and to optimize your digital marketing strategy, reach out to us at Charisma Communications. Let's work together to maximize your PPC success!

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