An easy way to screw up a paid search campaign is by neglecting the daily budgets. The daily spend budgets are not merely a “set once” task, but part of the optimisation process just as much as keyword bid management and ad copy testing.
Let’s say you’ve got a brand new campaign to launch in a new vertical. You’re given the total budget to spend over the month. How do you divide this into daily budgets? Simple, just slice it in 30 equal portions and you’re done, right? If only ever things where this simple.
Of course the precise slicing and dicing will depend on the objectives, but regardless of what they are, search marketers will want to make sure they maximise the budget potential by properly allocating the monies when and where they can work the hardest.
1) Death by Depletion
By not separating top keywords into their own campaigns with own daily budgets, there’s a risk of poorer performing keywords eating up the campaign budgets, thus hinder achieving maximum potential
2) Death by poor ROI
Spreading the (limited) budget evenly over the week will likely not allocate resources when they are most efficient in generating clicks or conversions
3) Death by Quality Score
Challenging campaigns (e.g. b2b brands competing in the same space as consumer brands for clicks) can result incronic low campaign CTR with less than stellar Quality Scores. If the campaign is running 24/7, there’s an overhanging risk of times with particularly low CTR (e.g. evenings or weekend) will result in the overall quality score plummeting to the floor
What are your best paid search daily budget tips?
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