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Video: Adjusting Campaign Daily Spend in Google Ads... the Right Way!

Video: Adjusting Campaign Daily Spend in Google Ads... the Right Way!

10/25/19 UPDATE: Hello Facebook Agency Visitor Person!  We’re delighted to have you visit this awesome post. About a year ago, ZATO stopped offering Facebook Ads solutions so we could focus solely on what we do best: Google Ads. Because of this, we’re always interested in partnerships with great Social Advertising agencies (like yourself, wink wink!) and we offer referral fees for signed clients!  Anyway, back to it, and happy reading…

Post Summary

As we move beyond Black Friday and Cyber Monday, you're likely bringing budgets down to normal levels. But did you know there are a couple of ways to do that, one being better than the other?In this video, PPCKirk discusses how to wisely decrease daily spend to maintain as much traffic as possible. No time for the video? No problem! Scan the Audio Transcript below.

Adjusting Campaign Daily Spend in Google Ads and Microsoft Ads - Audio Transcript.

Hey, Kirk Williams here with ZATO. I wanted to talk to you a little bit today about controlling spend.

I've seen a couple of different ways overall that PBC managers control spend, and I think they're both legitimate and they're both part of the puzzle, but I think there's one that's a little bit better than the other.

The two different ways that I typically see PPCers control spend by is(1) using their budgets or(2) using their bids.So either setting daily budgets or controlling things with bids a little more.I tend to fall into the camp of preferring to control my daily spend with a bid adjustments instead of budget adjustments.

So if you strictly stick to lowering or increasing daily budgets in order to decrease spend, let's say, especially we're coming right off the Black Friday/Cyber Monday holiday here, the holiday season, and you're probably being told: "start to lower your spend, start to lower daily spend, let's come back down off the mountain peak," right?

Well, it's tempting to just hop in there into the campaign and adjust your daily budgets. We were spending $500 a day on this campaign, now we're going to spend $300 a day. The problem is you're still set at the same bid adjustments, so you're still being as aggressive in the marketplace. So really what you're doing is just capping things earlier in the day for the most part, if it's a limited by budget thing. And so that's where we typically would suggest go after bid adjustments first.

Also keep an eye on daily budgets because that'll especially keep you out of trouble. But I always like to keep my bid adjustments as low as possible to make sure that we're not being too aggressive in the marketplace.

And I think it's worth doing that.I think that someone saying, "Hey, you need a drop spend," and a PPCer just hopping in there quick, shrinking daily budgets down and walking away can actually be a little bit of a lazy move, so that's something.It's not always the case. So just because you see people adjust daily budgets, that's not what it means exactly.

But I would caution you to just be aware of the fact that if your PPC manager is going in and all they're doing is just lowering the daily budget on your campaigns, well that might just be dropping your ads out of the auction at an early stage rather than decreasing your bids, making you less aggressive, but still getting into as many auctions as you possibly can for that same budget.

So just something to be aware of.We see that, especially with shopping ad campaigns, you could lower budgets, you could lower bids. We like to do a little bit of both, but especially we like to begin reducing bids in order to control daily spend.Hope that's been helpful for you.

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Kirk Williams
@PPCKirk - Owner & Chief Pondering Officer

Kirk is the owner of ZATO, his Paid Search & Social PPC micro-agency of experts, and has been working in Digital Marketing since 2009. His personal motto (perhaps unhealthily so), is "let's overthink this some more."  He even wrote a book recently on philosophical PPC musings that you can check out here: Ponderings of a PPC Professional.

He has been named one of the Top 25 Most Influential PPCers in the world by PPC Hero 6 years in a row (2016-2021), has written articles for many industry publications (including Shopify, Moz, PPC Hero, Search Engine Land, and Microsoft), and is a frequent guest on digital marketing podcasts and webinars.

Kirk currently resides in Billings, MT with his wife, six children, books, Trek Bikes, Taylor guitar, and little sleep.

Kirk is an avid "discusser of marketing things" on Twitter, as well as an avid conference speaker, having traveled around the world to talk about Paid Search (especially Shopping Ads).  Kirk has booked speaking engagements in London, Dublin, Sydney, Milan, NYC, Dallas, OKC, Milwaukee, and more and has been recognized through reviews as one of the Top 10 conference presentations on more than one occasion.

You can connect with Kirk on Twitter or Linkedin.

In 2023, Kirk had the privilege of speaking at the TEDx Billings on one of his many passions, Stop the Scale: Redefining Business Success.

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