Check your account daily after applying a new budget to see how your campaigns performed. At LocaliQ, we believe that digital marketing doesn't have to be complex and that big goals aren't just for big companies. LocaliQ provides the platform, technology and services you need to achieve your most important goals. Unfortunately, resources that take a holistic approach to PPC budgeting are scarce.
You just have to find out. Does your hatred for what is necessary extend beyond budgeting and reading? Don't worry. We've distilled each section into a handful of tweet-length bullets. You have transferred your credit card information and have deposited funds to your account.
You just downloaded Google Ads Editor (I hope Steam hasn't started vomiting from your machine yet). What now? Search Google for your company name. Now, what do you see at the top of the SERPs? If you're not new to Google Ads, you better answer “my branded ad optimized to the gills”. If you are a neophyte, a bettor would bet that the screen is full of competitors.
With this information, you can develop strategies to unseat your ads from SERPs and find (cheaper) keywords that no one was smart enough to bid on before you showed up. The most rudimentary way to determine a budget is to consider the cost of the keywords you're bidding on. Should this be the only information you use to establish a budget? Absolutely not. But it's a good starting point.
Now try the same thing with the page that corresponds to each of the products or services you offer. This will undoubtedly reveal undervalued search terms to bid on. Ideally, you'll want to look for as many high-traffic, low-competition terms (that also convey commercial intent) as possible. We've saved the most important question for the end.
A KPI is a measurable value that allows a company or an individual to evaluate performance. Not all companies care about the same thing. Most of the time, someone new to paid search is going to create campaigns targeting top-of-the-funnel terms. An enterprising but sadly misinformed personal injury lawyer, for example, will make an offer for a “personal injury lawyer”.
Makes sense, right? If my testimony isn't enough to convince you, consider this. Competitors are forced to pay a premium to bid on your brand, but the CPCs you'll see for the same conditions will be considerably cheaper. Your domain and landing page text will be highly relevant to your keywords, resulting in a top quality score and lower costs. In short, while brand terms shouldn't be the only ones you're bidding on, it's imperative to allocate spend to ensure SERP dominance.
Remember everything I said about brand terms? When it comes to bidding on your competitors, the opposite is true. Just like you did with the terms at the top of the funnel, you'll want to leverage research and common sense to make sure you don't waste your budget on search queries that will never convert. This is a much broader category, and not all types of product keywords will become a higher converting term for your business. That said, the only way to find out what isn't working is to test everything in the most calculated way possible.
If something breaks the bank, put it on pause. If something converts to a CPA well below the account average, you have a higher converter in your hands. Moving the top-performing keywords into your own campaign (s) allows you to have more control over how much of your budget is spent on keywords that have historically performed well. The advantage? The single conversion keyword for an ad group is no longer grouped with twelve other terms that simply deflect your budget.
And who doesn't want to save money on Google Ads? The figures you see in the pie chart above are completely superfluous, but the relative distribution of spending between campaign types is not. You've carefully allocated bread to your search campaigns, and you've started to increase your budget to cover everything Google Ads has to offer. Cramp of the index finger? Rub a little dirt. You're killing him, but you're not done.
Practical advice on this type of campaign and a balanced view of the perspectives towards this technocratic era. You might think that ad spending is being invested in Adwords, but in reality money is being spent on mini-markets within Google Ads. This page does not exist in the Google Ads Help Center: Google Ads Help Tutorial, Guides, and Support. Geo-targeting allows you to ensure that your ads are only shown to Google users in specific areas, which can be as large as a state or province, or as small as a three-block radius from your store.
If many advertisers bid high on a particular keyword, the bid on that keyword will be higher than others, increasing your budget. However, while your advertising budget is important, it's not necessarily the beginning and end of your paid search efforts. Too often, advertisers see their Google Ads budget for the month run out in a matter of days, leading them to believe that Google Ads is prohibitively expensive. What I mean here is that you can only foresee so much about what is going to happen in a Google Ads account.
When someone does a Google search, Google looks to see if an advertiser is bidding on keywords relevant to that query. Even I, for the sake of experimentation, let Google's own team manage Digital Position's Google Ads account just to see what happens. As a quick summary, Google's ad auction uses your quality score (which takes into account ad relevance, landing page, and past performance) and your bid to drive its ad ranking. Just as you can allocate more of your Google Ads budget at certain times of the day, you can also spend more than your budget in certain geographic areas.
If you're not sure what you should spend on Google Ads, let us give you a quick evaluation and some marketing tips for small businesses. . .