Do You Reach Your Budget Cap Too Soon?

Writing by Brick Marketing on Monday, 28 of April , 2008 at 9:34 am

If you find your PPC campaigns reaching their daily or monthly budget caps sooner than you’d like then perhaps you should tweak the settings on your campaigns to make them run longer. Here are a few ways you can stretch your budget our further:

• Budget Per Day - If your monthly budget is running out too soon then try setting a budget per day. If your monthly budget is reached in the middle of the month and you’d like your ads to run all month long then a daily budget can stretch that out. You’ll have fewer ads running each day and when you reach your daily budget the ads will stop running for that day. But they will run every day throughout the month.
• Set campaign settings to stretch the budget out - You can also set your campaign settings to pace your ads throughout the budget period instead of pausing the campaign when you reach your budget. If you set your settings to pause when your budget is reached then your daily budget might be low enough that you reach it mid-day. Your ads will then stop running at that point when you hit the budget mark. But if you set your campaign settings to run your ads throughout the day then you’ll miss some opportunities in the middle of the day but your ads will not pause until the end of the day. They will be paced throughout the day based on your keyword bids.
• Use negative keywords - By including negative keywords in your campaign settings, you’ll keep your ads from appearing for keywords that you do not want to bid on. This will cut down on unwanted clicks.
• Narrow your match types - Instead of setting your campaigns for broad matches of your keywords, narrow your match types. This will also cut down on the number of times that your ads run and eliminate unwanted clicks.
• Establish a time of day - Is your peak conversion time in the evening or the middle of the day? You can set your campaign settings to keep your clicks active during your peak conversion times. Establish a time of day that your ads run and eliminate unwanted clicks. This will also save your budget for that time of day.

Category: Keyword Match Types, PPC Bidding Strategies, PPC Management

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