What Are Your Goals and What Budget Will Help You Best Achieve Them 2019?
When you set your budget in Google Ads, you decide how much you are willing to spend, each day, on the ad results you want. Is your top goal building brand awareness? Getting customers to click your ad? Driving sales? You will want to define your Google Ads budget so that it supports your campaign’s objectives.
What’s the best strategy to set an initial budget?
For me, start small until we see what is working.
Without a daily budget, you can’t show your ads. Your daily budget is the amount that you set for each campaign to indicate how much, on average, you're willing to spend per day. Choose a daily budget based on your advertising goals and the general amount you're comfortable spending.
When your average daily budget is reached, your ads will typically stop showing for that day.
I love knowing how much will be spent for budgeting purposes. Also unlike traditional marketing, digital allows us to track conversions and cost per acquisition (CPA). This way we can see how effective our content is and the channel and landing pages. Traditional marketing is much more costly and hard to track its effectiveness other than word of mouth for tracking market sources.
Budget strategy for goals
- Build awareness: Let the world know about this wonderful thing.
- Influence consideration: Encourage customers to explore your site.
Driving action: Have customers call and place an order or book appointments
The further along your customers are within these three phases, the more likely they’ll be to buy one of his awesome widgets!
Building awareness will require a larger budget due to the longer path to conversion and the scale at which you try to reach people.
Influencing consideration is mid-funnel and can be accomplished with a small, medium, and large ad budget. With a medium length path to conversion, a medium to large budget is preferred so you can reach a wider group of people and begin moving them to action.
Driving action or sales is at the bottom of the marketing funnel where you typically have a small group of your target audience. You can meet all of your action goals with a small, medium, or large daily budget.
In my experiences If the client wants to build awareness, they’ll likely need to stick with a higher budget. If they want to focus on a goal like driving action, a smaller budget could help them achieve that goal.
We talked about the different options for determining a budget, and how to set a budget based on your campaign goals.
Ask yourself this before anything else: What are your goals and what budget will help you best achieve them?
Organization best practices
Most businesses sell various products or services. In order to easily view, edit, and report on the performance of different products and services, I recommend creating separate campaigns for each high-level product area or service you’re advertising.
Ad groups are groups of ads and their associated keywords. You’ll want to separate these groupings by product to ensure you can adjust your bids and budgets for each ad group.
If you manage more than five accounts or want to monitor performance or track conversions across accounts, a Google Ads manager account is probably the best option for you.
Good campaign organization helps you make changes quickly, target your ads effectively, and ultimately reach your advertising goals.
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