has to do with the lack of an obvious

but it would be extremely time consuming for all keywords and ad groups. And that could be completely avoided by using phrase matching. Common PPC Mistake #2: Not Using Audiences Correctly Mistakes that can be made with the public could fill an article itself, but there are a few that show up regularly in account audits. Incorrect targeting settings Think very carefully about what you are trying to accomplish with your RLSA or Customer Match Lists when applying them and choose from these two options: Target and bid "Target and bid"

means that only users on your remarketing lists will see ads from this ad group. This is a great option to choose if you're bidding on terms that would typically be fax number list too expensive and want to limit your exposure to a smaller audience - or if you want to serve specific advertising messages to previous visitors. "Bid Only" is the right option if you just want to adjust previous visitors' bids based on performance. It's incredibly easy to make the wrong choice here, or accidentally leave the default "Bid Only" setting enabled.

This could lead to a sudden drop in traffic and revenue in a key area or huge expenses where you weren't expecting it. So be sure to check this for each ad group. Using audience exclusions A robust remarketing strategy, whether in search or on the Google Display Network, will most likely involve building multiple listings, many of which may overlap with others. An “All Visitors - Last 30 Days” list, for example,