Steven Pope

matter it's not set and forget at any point in time you have to be optimizing all the time and a lot of times even these softwares that theoretically optimize for you are not fine-tuned and tailored to every single category they're not fine-tuned and tailored to understand the full nuance of the campaigns right they don't understand that one search term is potentially again good in one campaign and bad in another and they don't look at negating things they turn it off entirely

So one thing I would really, really encourage every single seller to do, even if you're using a software, make sure it's not set and forget.

Be looking and optimizing your campaigns any chance that you can and look through to see to make sure that the software is actually also optimizing correctly.

You don't want to get into a situation where one of your highest relevancy keywords has a really bad weekend and then your software decides, I'm going to negate this keyword forever from now moving forward.

So I see it very often.

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.