Here’s The 3 Common Mistakes I covered:

1. Accurately tracking all conversions, both revenue driving and softer conversions
- Uploading customer emails to create a custom audience and give the algorithm first party data (increases its targeting accuracy and capabilites)
- Revenue driving conversions include: Purchases, form submissions, bookings, calls from ads or from the website
- Softer conversions: Add to carts, begin checkouts, clicks to call, clicks to email

2. Using the right bid strategies and setting the correct tROAS and tCPA goals
- Not setting the correct bid limits and goals can lead to hindered performance in your campaigns
- Use portfolio bid strategies with a bid cap

3. Over complication of campaigns and ad groups
- Simplicity is key: using less ad groups means a simpler account structure, is more focused spend, and is easier to optimize
- Segment ad groups by themes (combination of keywords, ads, and landing pages)
- Shut off campaigns/ad groups that are wasting spend without a profitable return

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