I recently presented at a mastermind where we talked a lot about AMC, DSP, Rufus and Cosmo.

(If you aren’t familiar with any of the above, scroll through my old posts)

But, funny enough, all of the conversations I ended up having with sellers were still around ranking, placement modifiers, and campaign setup.

This got me thinking...

After 7 years of posting content, it feels repetitive to continue to post content around the basics, but at the end of the day, the basics are still missing in SO many of the accounts we are auditing.

Biggest mistakes I still see being made -

🔶 No budget allocation plan - Over investment in auto campaigns, branded spend, or certain ad types. Lack of investment in long term growth initiatives. (Solely focusing on ACoS only)

🔶 Poor bid management / lack of understanding in how bid management should be ran - over indexing in "AI" bid management or the "perfect software" or even "no bid management". Bid management that is only focusing on one rule or template. You should have different bid management systems for different product life-cycles / goals.

🔶 Poor expectations / lack of understanding around what a good RoAS or TACoS is for their brand. The lowest possible ACoS or RoAS is NOT always the best.....

🔶 Misconceptions around match types, campaign setup, budgeting and ad types.

"Sponsored brands are broken / don't work"
"Broad match will waste your money"
"Amazon DSP is stealing your money"
"50+ keywords in a campaign is best"
"I should run multiple ad groups per campaign"

🔶 Lack of ability to identify problems in an account.

RoAS - Conversion Rate problem or CPC problem.
TACoS - Advertising problem or Organic problem.
ACoS - Bid issue or keyword issue.