Mistake #2: Combining Too Many Targeting Types
This is particularly common in Display campaigns.
Advertisers sometimes place:
- interests
- topics
- placements
- retargeting audiences
- keywords
into a single ad group.
Why This Creates Problems
The system naturally favors the strongest-performing targeting.
As a result:
- some audiences receive little delivery
- reporting becomes difficult to interpret
- optimization opportunities remain hidden
When performance changes, it becomes hard to identify which targeting type caused it.
Better Approach
Keep major targeting strategies separated whenever possible.
This provides:
- cleaner reporting
- better budget control
- easier troubleshooting