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Google PR (In: Google)
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flyingrose
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Joined: Oct 30, 2003
# Posts: 3361
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Posted: 2007-Feb-19 05:42
On almost every new Google account evaluation I do I find at least one campaign and sometimes many that have insufficient daily budgets set. When that is the case your ads are not being shown on every search for your keywords. Raising it will ensure you get all the available traffic.
Google's Recommended Daily Budget function has not been working since about November. Even if you do have your budget set to the amount their system recommends you may be losing potential business if this issue is affecting you. Here is an easy way to find out:
Click on the Campaign tab, select any or all campaigns, and click "Edit Settings". Change your "Budget Option" from Standard to Accelerated. This will make sure your ads are showing consistently all day and will allow you to find out if they're NOT running late in the day.
Very late in the evening but before Google's system rolls to the next day go into the keyword level in one ad group in each campaign and use the magnifying glass icon to check a random sampling of keywords. If you ever see the message that your ads are being shown only occasionally based on your budget you know your budget is not high enough.
The reason I say Google's Recommended Budget Function is not working is that I'm regularly seeing that message in various accounts, immediately go check the recommended budgets, and have their system say the budget is fine at the same time their ad test function says it is not.
If you see this message I recommend you raise your budget in that campaign. Also look at your spending and if you spend close to your budgeted amount on any day you should raise that budget too. Taking these actions will ensure that your ads are shown consistently and you are receiving all the traffic available.
It is NOT a good idea to control your spending by using Google's budget function. To achieve the best conversion rates it is important that your ads appear consistently. Here is my reasoning:
Your potential buyer does a search, clicks on your ad, goes to your site and finds something they want to buy later. When they get paid, or make a payment on their credit card, or have more time they are highly likely to search again to get back to your site.
If they don't see your ad - and the odds are good they won't if you're limiting your impressions with the budget function - they don't know they have to search X times over and over to see your ad again. They just don't see you and are likely to go buy what they want from someone else. You paid for the first visit and just lost the sale.
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