Dear readers,
We’re excited to bring you a special article this time, where we answer some of the most intriguing questions from our readers. Our experts at Inceptly have shared their knowledge and insights to help you solve your dilemmas and navigate the world of digital marketing more effectively.
This article features insights from Inceptly’s Lead Media Buyer, Mirna Peric. Mirna is a top-notch Media Buyer with years of experience and millions of dollars in revenue-generating ad spend to prove it. Her insatiable curiosity combined with a strategic mindset helps her stay ahead of the game when scaling our clients’ offers.
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Let’s dive in…
These are the questions we received from you after this particular newsletter edition. In case you missed it, you can check it out here.
Question 1: “What do you recommend to do in the following case?
I’m running the exact same ads as in another Google ads account, but in this account, it’s sending almost all of my traffic to youtube.com home, which is very poor quality. And of course, you can’t exclude it. Thanks in advance.”
Mirna recommends:
Relaunching a test with different formats of ad – tests will the shorter ad get different traffic
Testing out different bidding strategies – tCPA/tROAS
Make sure to use these placement exclusions to hopefully minimize junk
mobileappcategory::69500
googleadsense_without_youtube.com
Question 2: “Hi Mirna, what’s the reason this happens?
CPM was stable for the whole day until it gradually started getting to uncomfortably low levels. And this crazy spike in impressions doesn’t positively impact the results either. I was profitable until this happened, and then closed the day with a negative ROI.
Is it that the Google bot picks up certain words within the ad/script it doesn’t like and flags it? And afterward, resulting in lower-quality traffic? This happened after the ad ran profitably for a couple of days.
If I had my budget at 10k, most of it would have gone to waste. Crazy.”
Mirna recommends:
It’s hard to pinpoint the exact reasons for this without thorough analysis, but it looks like Google pushed it to in-feed placement which resulted in lower CPMs.
An unusual spike in impressions without a corresponding increase in clicks or conversions could indicate click fraud or bot traffic, which can severely impact your ROI.
Use tools to detect and filter out invalid traffic. Consider using third-party services to monitor for click fraud.
Sometimes, changes in ad policies or automated reviews by Google’s system might flag certain elements of your ad, reducing its performance.
Review Google’s ad policies to ensure compliance and adjust your ad content if necessary. Sometimes, simply pausing and then restarting the ad can help reset the performance.
Google’s ad platform uses a Quality Score to determine ad rankings. If your ad’s relevance or landing page experience declines, it can reduce your Quality Score, leading to lower CPM and poorer traffic quality.
Ensure your ad copy is relevant to your audience and that your landing page provides a good user experience.
The digital ad space is highly competitive. If more advertisers start bidding for the same audience, it can drive up impressions but lower your CPM as the system tries to use your budget efficiently.
Monitor your competitors and adjust your bidding strategy or target different keywords/audiences.
If the same audience has been exposed to your ad multiple times, they might start ignoring it, leading to lower engagement and a drop in CPM.
Refresh your ad creative or target a new audience segment to combat ad fatigue.
We hope you found this Q&A article edition helpful. Email us your questions, and our expert team will happily provide insightful answers and support.
Thank you for being a valued member of the Inceptly community!
Best regards,
The Inceptly Team
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
Join us for a free YouTube ad brainstorming session👇
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Mirna Peric, Lead Media Buyer
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