When you create a Google Ads account, there are a number of default settings already loaded into your campaigns. While this may seem extremely helpful if you are new to Google Ads, formerly Google Adwords, you could be costing yourself significant money in the long-term. At Rank Fuse, we caution our clients from accepting default settings in PPC campaigns, and we have some advice for the settings that you should change.
Google Ads Default Settings You Should Change and Why
When you create a campaign in Google Ads, you will see default settings that Google automatically applies to the campaign. Here are a few of the default settings you should change and why you should change them:
- Campaign Type
Creating a Google Ads campaign requires a campaign type. This campaign type will default to “Search Network with Display Select.” However, this setting is having you bid on both Search and Display Networks together when you should really be bidding on both of these separately. Google will even tell you that this is the “best opportunity to reach the most customers.” While this strategy might show your ad to the most people, it isn’t the most cost-effective way to reach your target audience.
Since the Search and Display Networks are set up differently, it doesn’t make sense to set up your ads in the same manner. For example, the Search Network shows your ads to those who have searched a keyword that you are specifically targeting, while the Display Network shows a text version of your ad in the content on pages that are related to the keyword you are targeting.
Both of these networks will help you get more impressions and clicks, but they each require a different strategy, including different targeting, messaging, and budgets. For these reasons, you should create two different campaigns, one for Search Network and the other for Display Network.
- Campaign Sub-Type
After you choose your campaign type, there will be more options. Choosing a campaign sub-type can help you further maximize your ROI, but if you stick with the default settings, you might watch your budget dwindle away rather quickly. The default will be “standard.” However, sticking with this setting means that you won’t have access to a number of different settings, such as ad scheduling, advanced location options, dynamic tracking URLs, and more.
While some of these settings are made for advanced users, and you may never use them, there are benefits to choosing your own campaign sub-type.
- Ad Scheduling
Ad scheduling allows you to schedule your ads to run just during business hours. This is beneficial for local businesses so that you don’t waste your money advertising while you are closed and unable to serve your customers’ needs. By only running ads when you are open, you are ensuring that you aren’t just wasting budget. Additionally, you might want to turn ads off altogether at certain times. If your business is closed on weekends, it doesn’t make much sense to advertise on weekends.
Ad scheduling also allows you to adjust your bid based on the day or time of day if you want. This feature will help you spend your budget as efficiently as possible.
Since this setting isn’t available under the “Standard” campaign sub-type, you could start to see precious cash go down the drain if you aren’t careful.
- Ad Extensions
Again, under the “Standard” campaign sub-type, ad extensions aren’t available. Ad extensions can affect your Quality Score (QS), which shows you how well your keywords, ad, and landing page align. The higher the QS, the less you pay per click. Additionally, ads with a high QS score usually appear higher on the search engine results page.
QS scores are affected by your ad click-through rate (CTR). You will also get an extra line of text due to the ad extensions, which can have an impact on your CTR and QS.
- Location Settings
You always have access to location settings, but the advanced location settings can only be found when you select “All Features.” Local businesses don’t want to target people who live a thousand miles away. Instead, these kinds of businesses only want to focus on people nearby. To do this, you need to be able to select the “People in my targeted location” button.
However, other local businesses might want to target people outside of the local area due to travel. Hotels, for example, will want to target people who are searching for hotels in the specific area. For these businesses, you will want to select the “People searching for, or who show interest in my targeted location” option.
For companies that do business nationwide, you might want to target the entirety of the United States, which is the default location setting. However, for smaller companies, not changing this default setting will result in wasted dollars going toward people who are not potential customers for their business.
At Rank Fuse, we can help you optimize your Google Ads campaigns to get the largest ROI possible. We do this using knowledge of Google Ads and your business to help our clients make their website more visible on search engines. While it can seem like there are a million different steps to creating an ad in Google, we have the ability to quickly create well-optimized campaigns based on experience. To learn more, contact us today at 913-703-7265.