How To Allocate Your Google Ads Budget Effectively

Sure, you might be the tech-savviest person around. You may know how to set up a campaign, choose relevant keywords, and set up ad groups. But you may struggle with budget allocation and your strategy. In this blog post, we’ll walk you through the steps involved in allocating your Google Ads budget efficiently.  

Budget Allocation

Let’s begin with budget allocation. If you’ve just come back from an interview and the interviewer asks you how to allocate your budget among the 10 campaigns, and you get £100, how much would you assign for each campaign?

Let’s say nine of them are losing money, and one is making you money. If this is the case, put all of them – that’s all the £100 in the campaign. Ascertain which performs the best and ask the client whether they want to give you some additional budget to test the other nine. Or ask if they’re happy for you to run them for a little longer to see if the performance improves with a bit of optimisation. 

If the client no longer has the budget or doesn’t want to increase it, reduce the amount to £85 or even £80 so you can put a little more money into the other nine campaigns. So, you see? Budget allocation isn’t nearly as tricky as you first thought. 

Focus On Your Client’s Goal

Be sure to put the most funds into the most profitable campaign(s). Cut out all the waste. If it’s bleeding or wasting money, stop it. Pause it. Kill it. When it comes to strategy-making, talk to your client and ask them about their business goals and what they’re trying to achieve. 

Several companies will say they need brand awareness, while others will express they need conversions, leads or calls. And some will communicate they want sales online, in eCommerce stores and things like that. So, creating a strategy depends on your client’s goals.

Ask them what their current situation is and what their desired position is. What would your client like to see in six weeks or two months? They might need 10 leads a day or 10 sales a day. You need to know their end goal. 

Without the end goal, you’ll struggle to create a strategy. Always ask your clients what they’d be happy with and what their goals are. And, hey presto. You’ve created a winning strategy to move towards. 

Then tell your client that the strategy will include running search ads, display, video, remarketing, and Performance Max campaigns. Get your ads and name out there at every opportunity in front of your audience. Then try to increase and improve your campaign’s performance. 

The Takeaway

So that’s how you can work out your ad budget effectively. While it isn’t a walk in the park, it’s doable. And as you keep doing it, you’ll get better and better.

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