Call-to-action ad Brand promotion advertisement

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You can also filter results by ad group type, so you can easily see which ads your customers find interesting and which ones they don't.

Mistake #2: Ads lack a call to action
A call to action is not just some nonsense that marketers have made up. It is a clear instruction on what users should do. For example: Get a discount, Choose your product, Buy now, and so on.

Compare the difference for yourself. The first ad is intended to inspire action , the second is used to promote the brand .


A call to action should be included in every ad that is directed at a specific advertisement. On the other hand, you will often not find them in ads that are designed to build a brand. Graphical ads for the content advertising network should also include such a call to action. In this case, the call to action is most often placed on a button.

Display ad with a conversion button

Error #3: UTM parameters are missing from the campaign
You can either use automatic campaign tagging or UTM parameters, the facebook database result is the same. Thanks to this, Google Analytics can tell you which advertising campaigns are successful and which are losing.

What do UTM parameters look like:
Campaign source (utm_source): utm_source=adwords
Campaign medium (utm_medium): utm_source=cpc
Campaign name (utm_campaign): utm_campaign=editorialsystem
Campaign query (utm_term)
Campaign content (utm_content)
All data is then copied into the URL.
utm_source=adwords&utm_medium=cpc&utm_campaign=redakcni+system

Thanks to these parameters, you can then filter the following data in Analytics:

Filtering by parameters

Mistake #4: Insufficient campaign structure
It is important to structure your campaigns as precisely as possible . On the one hand, it is more practical when managing campaigns, and on the other hand, it allows you to evaluate campaigns better. Thanks to the structure, you will know exactly which ads and keywords are the most effective. Advertising is also much easier to work with, as you do not target 150 keywords in one campaign, but only the 20 most relevant ones.

Advertising is divided into campaigns, then into ad groups, and then into groups, where specific ads are located. For example, the AITOM agency has a total of 13 campaigns, 35 ad groups, and over 250 ads.

Campaigns are divided by type (text and graphic ads) and by topic, and reports are divided by key categories or service offerings. Of course, you can design a different structure.