If you have capacity, and the ability to execute an unlimited advertising budget is an important strategy discussion to have with your marketing team.
If you can connect these metrics of cost to value (revenue) and then determine the ROI, Profit, and Margin, you should be running specific campaigns with unlimited budgets. However some campaigns should not run unlimited because the ROI is too low and even loosing money. You really need to think of the underlying math and numbers behind accelerating business growth by increasing while accelerating your Google Ads daily budgets.
How much should you spend on Google Ads?
When you know the outcome and have measurable Return on Ad Spend from cost to revenue clearly tracked – spend more. Spend as much as you can sell, and max out your capacity. Literally set your campaign budgets to $5000 a day, which is the highest amount you can set in your Google Ads Campaign Budget settings.
Notice the campaigns above have large daily budgets
Budgets should be accelerated when you have very high amount of revenue compared to the cost to generate the sale.
There are other considerations when maximizing sales to coincide with budget to consider such as cost per conversion, impressions, impression share, and click through rate. These will have a significant impact to your costs and not all keywords or campaigns have great ROI or impression volume. Turns those off or move into testing campaigns to fix the conversion rate.
According to Wordstream “Giant retailers can spend up to $50 million per year on paid search in Google Ads. The average small business using Google Ads spends between $9,000 and $10,000 per month on their Google paid search campaigns. That’s $100,000 to $120,000 per year.”
Google makes $100 Billion a year from Google Ads – that is how successful of an ad platform it has become for small, medium and large companies.
Dont let your creative folks 🤔make decisions about Attribution Problems
If you are running omni-channel ppc marketing with brand strategy supported by a Search or Video campaigns, then you should consider accelerating all strategies that are proven to generate measurable sales. Work on understanding first click vs last click attribution and how you weight the branded revenue back to the first click originating from your Youtube Ads or non-branded Search.
Make sure to always factor and consider your total value column! Adjust the Return on Ad Spend to see if you should adjust your budgets higher. If you have good margins, then raise the budgets. Other wise keep a/b testing to find the winning combination. Work on raising conversion rate from click to purchase as high as possible.
Apply A/b Testing of Ad Copy and Bidding | Use Maximization Algorithms
To accelerate sales and budget, you need as many click as possible in proven campaign strategies. So those campaigns need high CTR’s so they can get the click, spend the allocated budget. Those campaigns can bid much higher than you would on other campaigns.
Run the best ads! Pause ads quickly that have low conversion rates even if they have great CTR’s. Notice these 6 ads performing side by side in a multi-variate test.
Remember to Use Calculus and Not Algebra
This is not a linear problem, it varies significantly daily.
Try using these algorithms to optimize the campaign revenue outcome by pausing low conversion rate ads that also have a higher cost per conversion. When you are running campaigns that have proven ROI, you should be testing and making decisions in a much faster time frame with click counts of 100, 500 and 1,000 at a time.
Consider searching Google for ideas to test such as Expectation–maximization algorithm.
There are many other factors to consider like demand, day of week, number of days in season, promos, conversion rates, bounce rate, server load time, page load, etc…Let’s talk about it!
