Manage your Ad Budget

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As we promised in our last article, we continue the AdWords Best Practices Series with more important tips.


We already know that we should be very well informed about client’s business. We started our campaign by creating Ad Groups with Keywords. There are still plenty of important things left to be done.


Managing your Budget

Most of the times you’ll work with a capped budget, so you will need to ensure that every campaign gets a piece. You can work with shared budget, as Google can help you with that. Google will automatically try to use your money as wise as possible. It’s the easiest way to manage your budget.

But if you want to have full control on your spending, there is a better option. You can assign manually a specific budget for each campaign. If you choose this method, after a while you’ll need to reallocate budget across campaigns based on several criteria (performance, utilization, etc.)

Consider separating Ad Groups in different campaigns if your keywords are getting very different performance.

When you have to choose the delivery method, you may be concerned what you should pick. Most of the marketers will tell you to choose Standard Delivery. You will serve ads during all hours and you can use bid multipliers for specific periods of the day. If this is a good solution, depends a lot on your business specifics. We recommend to use the Accelerated Delivery method, while targeting very well your customer persona. We had great results with this strategy, therefore we strongly recommend it. If you do that right, you’ll ensure that you won’t lose important clicks.


Be very careful on how to spend your clients budget, because you can make the difference between a profitable and a non-profitable campaign. No one wants to spend money on advertising without getting results.



As you may realize, we’ve not finished yet, so stay tuned for more AdWords Best Practices.

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