Digital Reach
By Digital Reach | SEM | November 20, 2016

The Benefits Of Shared Budgets

Sharing is caring I like to say – and it can be true in Pay-Per-Click advertising as well. Shared Budgets can help in large and small campaigns alike. How so? Let’s take a look.

Redistribute Budgets Amongst Campaigns

As any PPC account technician can tell you, when you designate a set budget for different campaigns the budget can be limiting for some and excessive for others. The Shared Budget feature solves this dilemma by distributing the fixed daily budget across all campaigns equally.  This can be especially good for an account that might have a very limited budget with very big ideas.

Multiple Shared Budgets

I had tested out shared budgets early on in one of my clients’ accounts to identify the standout performing campaign. I needed data to see which city would be the better performer and this was the perfect way to do that.

Demographically it was easy to see where the populace was, so creating a second shared budget was a great way for me to test multiple cities at once. Had I gone with individual budgets at the beginning, one campaign (or more) could have used up their budget and been limited by budget on a daily basis. Another issue could have been that one campaign might not have used up its budget at, all leaving leftover spend. The Shared Budget made the best use of the established budget and allowed the ads to be shown whenever possible.

Setting Up A Shared Budget

As always, Google works hard to make our job easy and gives us the tools we need to create these parameters quickly. Within your Shared Library on the left-hand navigation bar, you will find “Budgets.” Here you will press the big red button for +Budget. Give your budget a name that you can recognize easily and a per-day amount that you want to use.  Click Save – easily done.

Now when you go back to your campaign, you click on the budget and you are offered an option for which budget you want to use. When you have obtained enough data and if you want to break out a campaign on its own, you can Switch To Another Budget thereby removing the shared component.

Shared Budgets by Device

Let’s say you wanted to test out different devices – this is even more important now that you can bid on Tablets vs. other mobile devices. You could do this within the shared budget as well by excluding devices in one campaign and creating another one in which they are included. It is important to have these separate since mobile clicks tend to vary on a day-to-day basis and splitting them will allow you to see the performance, helping you know what kind of individual budget it could have assigned in the future.

There are a number of options available in both budgets and scheduling and using these all effectively will give you a more focused campaign with a better ROI. If you’re not comfortable doing it yourself, hiring a PPC company that was voted one of the top 10 PPC/SEO Agencies by 10BestSeo is a step in the right direction.

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