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Google Ads and Monthly Budgeting

Monthly Budgeting and Benefits

For the longest time, digital advertisers had to change their budgeting frequently or divide their monthly budget by 30.4 in order to get their daily spend to hit their monthly budgets. Now, Google Ads, formerly Google Adwords, is now giving advertisers and SEM experts the ability to schedule monthly budgets, instead of doing daily budgets. This is exciting news! Because as most advertisers know, there is usually a 5-15% variance when it comes to monthly spends, because sometimes the campaign will adjust bids on keywords where they believe the user is more likely to convert. This can cause some major headaches for our clients and for our SEM specialists when it’s time to report.

What does this mean for Ad Specialists?

This means that hitting monthly budgets is going to be a lot easier. However, if you find yourself spending too much or too little. There are a number of reasons why that could be. If you’re not spending enough. I’d recommend asking yourself these questions:

  • Are your keywords too restrictive?
  • Is the geography of your targeting too small?
  • Are you running your campaign on a schedule? If so, can you extend the hours of display for your ads?
  • Are you running ads on the display network?

If you’re spending too much, then you should answer these questions:

  • Have you added to your negative keyword bank?
  • Do you have too many broad match keywords?
  • Is the geography of your targeting too large?
  • Can you identify a window of time your campaign(s) effectively convert?

If you aren’t able to figure it out, give us a call, and we can give you an audit of your Google Ads campaign. Or better yet, we can help manage the campaign for you!

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