There are situations where using automatic targeting may not be optimal or even desirable. Let's look at key points where it may not meet your advertising goals.
Too narrow a niche
If your business targets a very specific audience or a highly specialized product, autotargeting may not provide sufficient accuracy in audience selection due to a limited number of relevant queries.
For example, selling ophthalmological equipment requires precise ad customization for a specialized audience. Using autotargeting may result in ads being shown to non-target users, such as those searching for glasses or lenses, which increases the risk of “left” spending and reduces conversion.
The product meets several specific requirements
If your ad performance depends on a small set of specific queries, manually managing keywords will give you more control and higher relevance.
For example, selling rare collectible watches requires fine-tuning v your ads, as auto-targeting may not be targeting your audience, but rather buyers of ordinary watches. Manually managing keywords will ensure that your ads are shown to the target audience interested in unique items.
Low business margins
In companies with a margin of about 5-10%, it is extremely important to fine-tune advertising campaigns to minimize the risk of ineffective spending. The system can increase the risk of non-targeted clicks, which is undesirable for businesses with limited advertising costs.
Geographical restrictions
If your target audience is in a specific geographic location, autotargeting may attract non-target users outside the area you are interested in.
For example, advertising landscape services in Krasnodar may attract non-target audiences from other regions.
The need to exclude a large number of requests
In cases where you need to exclude a lot of irrelevant queries to refine your target audience, autotargeting may be less effective than a carefully tuned campaign using negative keywords.
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