Mistake #7: Poor Campaign Segmentation
Sometimes campaigns become too broad.
Examples:
- all products in one campaign
- all services in one ad group
- hundreds of keywords sharing the same ads
Why This Creates Problems
Broad structures reduce relevance.
Lower relevance often leads to:
- weaker CTR
- lower conversion rates
- more difficult optimization
Better Approach
Segment campaigns around meaningful business logic.
Examples:
- product categories
- service groups
- keyword intent
- audience type
Structure should support future optimization.