Steven Pope

Make sure you don't consider even software to be set and forget.

For number six, we have overlapping campaigns.

This one I think is a bit more nuanced for many sellers, right?

And especially if you have between 50, 100, 200 different campaigns, you're likely going to have this at some point in time.

And that is basically targeting the exact same keyword, multiple campaigns without any type of strategy.

You can target the exact same keyword in multiple campaigns.

And that is not what this is talking about.

The pitfall I am typically talking about here comes from this idea of targeting one keyword as an exact in one campaign, then targeting that exact same keyword as an exact another campaign with near identical product sets.

And that's something we don't want.

We don't want to have a top of search placement for the same exact product in two different campaigns with the same exact keyword.

That makes no sense.

You're doing double work and you're paying double clicks for essentially the same exact thing and getting less results for it.

So what does make sense for overlapping campaigns?

You can have the same exact keyword that targets exact phrase and broad.

You can have the exact same keyword that targets exact and then exact as long as one of them is top of search and the other one is rest of search.

So you always want to have minor nuances.

Basically the truth of this is that you don't want to have over segmentation at any point in time or under segment any of your campaigns based on what you're trying to target.

There's no point in duplicating efforts when you already have the effort in the first place.

Next, we have our generic ad copy.

So for those that are looking at running sponsored brand campaigns and sponsored display this year, this is something that I see very, very often.