‘Match’ Your Google PPC Budget
October 15th, 2008 by Mike
The most important period for a pay per click campaign is when you first set it live. You need to watch it very closely in order to manage the bids, monitor budget and most importantly the performance. Once you see the data coming back in the account you can optimise the campaign further to improve performance.
This process is even more critical when you are running your Google pay per click campaign on a smaller budget. Understanding how this smaller budget is going to affect your pay per click is the key. Consistency of appearance on pay per click is going to be important in order to grow your level of quality score. Usually we would look at narrowing down the focus of the campaign and use longer tail keywords for an advertiser who is working on a smaller budget.
Here are my top optimisation tips for maximising appearance when using general keywords:
Matching Options – Use matching options to reduce spend on your high volume, expensive keywords. Changing these keywords onto exact will decrease the traffic and ensure longer appearance for these keywords, you will also achieve greater quality as this isn't awarded for broad match.
Ad Scheduling – Identify the key appearance times during the weeks and months and run your campaigns within these times.
Percentage Bidding – During the day you will pick up trends of the hours during the day where your accounts performance will be better than others, use percentage bidding to be higher in the listings at these time, while appear lower at other times to ensure full appearance
Being able to understand your advertising budget and the limitations in relation to pay per click is so important. This is where the experts come in, Click Consult are a leading Pay per Click (PPC) Management Company with over 25 years combined PPC Management experience. Contact us for more information by calling 0845 205 0292
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When you first start your campaign, I had recommend to everyone be more conservative until you can nail down what keywords, bidding prices, ads etc. really work best for you.
You will also want to carefully monitory the performance of each of your keywords and add or remove as appropriate. Go back to WordTracker to get more ideas for keywords.
You might also want to look into purchasing a handy tool called Keyword Elite that will make your searching and researching for keywords much easier.
Don’t underbid your Ad group because you’re thinking of your “maximum bid” as your actual bid. The average cost per click on the group is the figure you should watch.
This is very important to know that how to work out your daily spend so pay attention. If you have monthly budget of $300 dividing by the 30 days of a month and your budget will be $10 daily. Ad companies like Google will not exceed the monthly figure but they will go over the daily budget sometimes.