Google Ads is a great advertising platform, but it can be difficult to manage all of the different campaigns that you have running.
One strategy that will help simplify your workload is setting up shared campaign budgets. This article will show you how to set up and use this budget type in Google Ads so that you spend less time managing your campaigns.
This feature may also be beneficial if you’re running multiple Google Ads campaigns and need help automating the management process.
Let’s get started!
The Shared Campaign Budget feature allows multiple campaigns to contribute towards one shared budget. Google will allocate a proportional amount of your total campaign spend across all linked campaigns based on each campaign’s performance in the previous period.
The feature makes it easier to manage several campaigns at once, usually during A/B testing sessions when you want to find the most profitable campaign from the rest of the bunch.
It’s a great way to optimize your campaigns and save time.
For example, if you have three Google Ads campaigns that are all performing well across the board, then using this feature can be an excellent way to allocate your marketing spend in order to maximize profits.
Using this feature offers the following benefits:
If you’re running multiple campaigns in Google Ads, then the shared campaign budget is an excellent feature that will allow you to simplify your workload.
This article will show you how to create a Shared Campaign Budget in Google Ads and what are some of its benefits.
One of the most common uses is when companies are conducting A/B testing sessions because it offers one simple way of managing multiple tests at once without needing additional work from you other than inputting a few numbers into the system.
The ability to use automatic allocation means less time spent micromanaging budgets which free up more time for optimization and other important tasks.
You should avoid this feature when you’re running campaigns with vastly different budgets.
For example, if one campaign is generating $100 and the other will generate $1000 in a period of time, then it would be better to let Google Ads allocate the budget for both campaigns instead of using shared campaign budgeting.
If your campaign is similar to what we just described, it’s best to manually adjust the budget of your campaign. If you still lack the time, it’s best to hire a PPC agency for the job.
Fortunately, using this feature is quite simple in Google Ads. Just follow these steps to get the job done:
And, just like that, you’re all finished. While this process is simple to carry out, hiring a PPC agency to make this change may be in your best interest. Continue reading below to find out.
The answer to this question depends on your budget and company size. If you’re working with a small business or don’t have the time, then hiring an agency is worth it for these reasons:
If you need help running a Google Ads campaign but lack the experience, skillset, or equipment necessary to do so effectively, outsourcing may be a better move than using the shared campaign budgeting feature.
So, you’ve decided to hire a PPC agency to enact the shared campaign budget feature or just run your Google Ads campaign? If so, you should familiarize yourself first with the benefits of making this hire.
These benefits include:
The PPC experts you hire will have the skills and experience necessary to get your campaign up and running.
In addition to handling things like keyword research, report analysis, and account management, professional agencies also know how much money should go where in order for a campaign to be profitable.
There are many features that might not seem intuitive or easy at first glance in Google Ads such as location targeting options which is why an agency has familiarity with them all when it comes time to decide what’s best for your business’ needs.
An agency will know how to set up conversion tracking, integrate Google Ads with other marketing channels and platforms such as social media or email marketing, and make the most of remarketing strategies.
A PPC expert from an agency is assigned exclusively for your account so you’ll never be alone in managing it which means that they’re more likely to stay on top of things like keyword research and competitive analysis than if they were just working with one client at a time.
PPC agencies often have access to 24/hour customer service lines where their experts are available to answer questions before, during, or after hours when other companies might not be able to provide this level of support.
A PPC agency can help with keyword research which is often the most difficult and time-consuming part of any campaign.
PPC agencies have access to tools like SEMrush, Google Ads Editor, keyword tool suggestions from Google Search Console, or Bing Webmaster Tools that you might not be able to get on your own.
They also know how best to analyze reports in order for them to provide useful information about what’s going well and where improvements are needed in a timely manner without ever being too late.
We take pride in being one of the most well-known PPC agencies in the United States. If you desperately need to turn your ad budget into more revenue for your business, then we can help.
We have more than a decade of PPC management experience. When you choose to hire us, we’ll put a dedicated account manager and a team of professionals to manage your campaign and ad spend.
We realize there are dozens of PPC agencies in your area to choose from. Many of them will claim to offer the best PPC management services for your company. At PPC, we prioritize providing exceptional benefits to our clients, which include:
We’re always on top of the latest PPC trends so that we can take full advantage of them for your business.
Reports are a critical part of any successful campaign and they should be detailed enough to provide information about what’s going well with your account, as well as where improvements may need to happen in order for you to achieve your goals.
It’s important to have an expert review everything before moving forward which is why our free consultation service allows you to get advice from one of our experienced professionals without having to spend too much money just yet.
You’ll get a return on your investment every time you work with us. We make it our priority to give clients the best possible ROI for their advertising dollars which means getting them as many conversions and leads at the lowest cost-per-acquisition that we can manage.
We have a team of professionals who are experts at keyword research, so they’ll be able to help you select the right keywords for your campaign.
The budget is something that often gets overlooked when it comes to PPC advertising which is why our agency will work with yours in order to create campaigns and ad groups within your set restraints without ever wasting money on anything superfluous.
PPC agencies are experts in ad copywriting which is often the most important part of any successful campaign. We strive to provide amazing copywriting services to ensure that your ads are engaging to your target audience.
We have more than a decade of PPC management experience. We’ll take the time to get to know you and your business so that we can provide our expertise in an area where it’s needed most, without ever being too late.
More importantly:
We have a team of specialists who are willing to work with you in order to help save time.
It’s important for any business owner or manager to try and find ways of saving as much time as possible, which is why we offer PPC management services that will get your account back up and running quickly so you won’t be wasting money on ads that aren’t performing well.
You’ll want to know how your campaign is performing so that you can make adjustments accordingly.
We offer a variety of tracking services that will help you in making decisions about the future of your account, and it all starts with one simple consultation from our team today.
We are committed to providing our clients with money-saving PPC techniques that will get them the most ROI for their advertising budget which is why we run campaigns vigorously with a watchful eye, so you’ll never waste time or money.
As your business grows, you’ll want to scale up so that it can keep up with the demand of an increased number of customers.
We offer a variety of options for scaling our campaigns which means we’re able to work within any budget and grow at any pace that is necessary without ever missing a beat or wasting money on anything superfluous.
It’s not always possible for businesses to hire an in-house team of PPC experts, which is why it can be a money saver to work with our agency.
When you partner with us, we’ll take care of all your current campaigns plus provide consultation on future projects so that you don’t have to worry about anything other than what comes most naturally: running your business and making decisions based on the data from one campaign.
We offer impeccable ad creation services which will ensure that every aspect of your ads is focused directly on your target demographic while also engaging them enough so they click through onto the landing page where conversion rates will be higher because their interest has already been piqued.
Wading through the murky waters of PPC can be a time-consuming and confusing process, but not with us.
Our team has more than ten years of experience in the industry which means you won’t have to waste any valuable hours learning how to do it yourself when we’re happy to help.
Do you need help turning on the shared campaign budget feature in Google Ads? If so, contact us today to speak to a member of our team to see how we can help.
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When you want to use paid search marketing platforms, Google Ads often leads the list. Because of its versatility, simplicity, and popularity, it’s obvious why it’s a popular choice. But when you drop all of your PPC advertising money into one marketing strategy, you could lose some leads.
That’s why some businesses explore paid advertising marketing outside of Google, with many turning to Linkedin Ads.
Google Ads and Linkedin Ads are highly efficient ways to market your products and services to businesses and consumers. But each marketing channel has its advantages and disadvantages. Whatever you choose, make sure you discuss the matter with your web development company.
Below is a closer look at each option.
We think it’s reasonable to conclude that Google reaches a vast audience worldwide – its ad reach is a stunning 4 billion people. Google search handles about 70% of desktop searches, and many companies report that they get about 90% of their organic traffic from the search engines. Also, up to 95% of the mobile search market comes from Google.
People use Google’s search a lot, and having the ability to target search terms with specific search ads is a massive benefit of Adwords. People tend to search for very specific things in Google, so if you can customize your Google advertising for your targeted audience, you’ll receive plenty of leads.
So, we can assume that most people’s targeted audience uses Google to some degree. That’s a massive advantage for companies when they want to target an audience.
However, businesses that want to narrow down their search may have issues getting their Google ads settings right with both Google Ads. And if you blunder when segmenting your audiences, your digital ad campaign could suffer.
LinkedIn features a narrower audience – 500 million users – namely businesses and business professionals. But this more limited audience makes it the perfect place for effective B2B marketing. LinkedIn lets marketers serve online ads to decision-makers and vital audience members in several ways.
Summary: For B2B firms that want to reach decision-makers, Linkedin is a terrific advertising platforms. If your B2C company intends to increase its reach, Google Ads could be the best fit.
When you target your audience with Google Ads, you have a few options: location, affinity, technology, buyer behavior, demographics, and interactions with your app or website.
No matter how much you know about your buyer, you may struggle to avoid clicks from worthless leads that cost too much.
In some cases on Google, people may not even know what they’re looking for. You can try to advertise to your desired targeted audience on Google Ads, but it can be challenging to get to the precise people who will most likely buy what you sell.
When people sign up for LinkedIn, they usually provide many details, such as their occupation, title/job title, experience, industry, education, interests, and more. All of this information can be leveraged for great advantage when you start your marketing campaigns.
Also, LinkedIn users can join many groups, start conversations, and obtain followers. The data is priceless when you want to target a specific audience and market to them. LinkedIn also has a Matched Audience that helps advertisers match their email marketing lists and website visitors with users on LinkedIn.
Many marketing experts think that LinkedIn Ads offer more value. LinkedIn has refined targeting, and you can make your product known to them so that you can tell them about something they didn’t know existed.
Summary: For B2B and B2C companies looking for a broad audience, Google Ads has enough targeting features. But for B2B firms that want to target specific groups, LinkedIn Ads has about 100 segmentation methods for micro targeting.
When you want lead generation, Google Ads has a broader reach and is the most effective. First, you can bring in a lot of prospects to your site without breaking the bank. The audience you’re after on Google visits the search giant with the idea to find the best product or service. This makes generating leads easier.
Getting leads from LinkedIn can be more challenging. Users of the platform may sign in to read industry news or talk to group members. No matter how perfect your ad is, viewers may not be in the mood to buy anything.
That said, Linkedin has a way to target ad leads through in-site messaging, which can generate plenty of leads.
When it comes down to dollars and cents, LinkedIn Ads usually are more pricey than Google Ads. As in Google, you can select cost-per-click or cost-per-impression.
LinkedIn also features a cost-per-send for InMail advertising. Typically, you’ll pay about $5 for each click, $6 for 1,000 impressions, and .80 for each send.
With Google Ads, the average CPC is $1. But to leverage that low cost, you need to work on your audience segmentation. If you don’t your ROI may be below what you want.
Summary: Advertising budgets for each platform depends on several factors. On average, Google Ads cost less than LinkedIn Ads. If your B2B company has a tight budget, you may want to focus on a limited variety of LinkedIn ads instead of a broad range of Google Ads.
So should you advertise with Google Ads vs LinkedIn Ads? Yes!
What we mean is, it depends. The correct choice depends on your budget, product or service offered, marketing goals, and target audience. You should not assume that when you need a digital marketing campaign, Google Analytics Adwords is the only choice.
It’s critical to evaluate the market, understand who your buyer is, and make a data-driven decision about the best marketing platform to reach your well-defined goals. One type of company might do better with Google Ads, and another may find LinkedIn Ads preferable.
The great news is you don’t need to choose between the two platforms. Many businesses use both, as well as Facebook, Instagram, and others. If you have the budget, it may pay off to diversify your paid search advertising to get the best ROI.
Pay-Per-Click (PPC) Digital marketing is a classic marketing strategy that’s commonly used to supplement organic web traffic, but it’s hardly the most straightforward way to increase your site’s audience. In fact, from a technological perspective, it’s a rather fussy practice. That’s why brands that want to include a PPC marketing strategy in their overall strategic decisions need to work with an experienced agency. Agencies facilitate ad distribution, track clicks, and calculate fees – and the best ones can help their clients thrive. Unfortunately, there are a lot of subpar agencies and bad actors out there, and you need to know how to spot them.
So, how do you know if it’s time to fire your PPC agencies? Keep an eye out for these 9 red flags. They could indicate you’re working with the wrong agency and that it’s time to make a move.
Companies leave their PPC agencies behind for all sorts of reasons, but according to a 2015 report by the Society for Digital Agencies (SoDA), the most common reasons include outgrowing the agency’s capabilities, cost overruns, and dissatisfaction with their strategy. These are all valid reasons, and ultimately many of them can be reduced to an agency’s failure to generate any or enough growth. After all, disliking the agency’s strategy isn’t likely to be much of a problem if that strategy is generating major growth. Similarly, a brand is unlikely to view itself as having outgrown the agency is their accounts continue to grow.
Ultimately, what these different reasons for firing PPC agencies demonstrate is that, any way you slice it, no one wants to work with an agency that isn’t making them money. So, while it might take a little while for your PPC ads to gain traction, if you’re not seeing growth based on the launch of or changes to your PPC campaign, it’s time to move on to a different agency.
While most brands work with a PPC advertising agency to run their campaigns, it’s not only possible but advisable for you to set up your own accounts with the major PPC advertising platforms, which include sites like Google AdWords, Yahoo, and Facebook. Still, if you’re not the most technologically savvy, it can be tempting to let your agency do it for you. Don’t give in to the impulse. Instead, ask them to guide you through it so that you can ensure that you’re the one with owner access rights.
Unless you have the owner access rights to your company’s PPC accounts, you can’t be sure you have unmediated access to your campaign metrics or feel good/ confident that you’ll be able to transfer your accounts to another agency or bring them in-house if needed. In other words, your agency could be misrepresenting best results to you or could refuse to relinquish control if you end your contract. You need to retain those rights and then give your PPC agent the appropriate permissions to manage your campaigns. If they balk at this arrangement, show them the door.
Typically, when you look at your company’s profile on a site like Google AdWords, you’ll see that your PPC agency has set up specific goals to help your business grow. These commonly include such metrics as Cost Per Acquisition, Return On Advertising Spend, and Cost Per Lead, though there are plenty of other valuable metrics that are worth tracking. Such measurements assure you that you’re spending your Digital marketing money in the right place, help you budget for ad spending, and offer insights into what’s working and what isn’t.
Unfortunately, you’ll occasionally encounter PPC advertising agencies that fail to set up these metric reports, and they’re not to be trusted. Even if they claim to be using an in-house system, it’s your right to demand they use the standard reporting system for each PPC platform and to fire them if they refuse to. Dashboard-based metrics exist to provide consistent measurements regarding the success of PPC campaigns ad those are the numbers you want to reference.
In a similar vein, some PPC advertising agencies skip the core metrics noted above in favor of less valuable but more appealing “vanity metrics.” Vanity metrics don’t help your business make money and they offer limited insight into your operations. Examples of vanity metrics include any campaign value based on impressions, engagement metrics that don’t drive conversions, and even many of the behavior-based metrics that used to be considered the gold standard in website evaluation, such as bounce rate or time on site.
Ultimately, vanity metrics don’t serve your company because they can be created artificially. An untrustworthy PPC agency might drive up engagement numbers by sharing a great meme on your brand’s landing pages, which will drive likes and other reactions, but won’t actually funnel clients to your site or create sales. Similarly, you can get a huge number of impressions by getting your PPC new ads onto a very popular site, but if no one is clicking on it, all you’ve got is a tally of how many people visited/ web traffic to someone else’s website.
Having the right metrics is important, but if you’re going to meet your goals then your Good PPC agency needs to be adjusting your account settings regularly to refine your campaigns. At a minimum, that means accessing your account to regularly monitoring and fine-tune the settings at least once a week. Such regular check-ins allow your agency to quickly adjust your social media campaigns based on updates to the search engines algorithm, catch any conversion mistakes that could cost your company money, and even react to competitors campaigns.
Be sure that you not only ask your PPC agency how often they access and update your accounts, but that you’re also checking your accounts regularly for updates. The reality is that, although many companies run PPC campaigns, only 10% of AdWords accounts are updated weekly. If your PPC agency can’t meet that standard, ditch them for one that will stay on top of your campaigns.
Just as your PPC agency needs to be fine tuning your accounts regularly, they should also be reporting back on your campaigns at least monthly. While seeing week-to-week progress would be great, as with many kinds of growth, this can be hard to evaluate. Comprehensive, monthly reports, on the other hand, can help you see what your agency has been doing on your behalf, how your accounts are growing, and allow you to be an active participant in your Digital marketing strategy.
Never settle for a company that doesn’t offer substantive reporting. While great reports may offer added insights from your account manager or more labor intensive explanatory work, the majority of PPC reporting is automated – any company that doesn’t provide it is just lazy.
It’s unrealistic to expect that you’ll speak to the same person every time you contact your PPC agency; that doesn’t even happen at your bank or your doctor’s office. That being said, there should be one person who acts as the lead on your account because that allows them to master your brand’s voice, develop a big picture strategy, and generally build up a knowledge base around your brand’s needs and preferences. They might be busy or out of the office occasionally, but anyone whose experienced both approaches – a core account manager and a rotating cast of agents – can tell you that having a point person makes a difference.
If your PPC agency doesn’t have you working with a single, core agent, you may want to ask a few questions to get a better sense of what’s happening. Do they have an unusual in-house strategy, or are they having trouble with employee retention? Do they think it doesn’t make a difference? You can also request that they place you with a single representative, but if that’s not their standard practice already, you’re probably better off going elsewhere. It just doesn’t bode well.
Google AdWords isn’t a new program and there are plenty of other PPC programs out there, but if an agency is committed to this work, then they should have complete Google’s AdWords certification program. You can check on this by asking them to show you their Premier Partner page – it really is that simple. Not having one isn’t necessarily the worst offense a company can commit, but it’s a good indicator that you can do better and should commit your ads spend elsewhere.
Did you pick your PPC agency based on their portfolio of appealing PPC ads/ads or optimized images? That’s a great starting point – it certainly indicates that they can do high-quality work – but it’s not enough if they’re not actually showing you your brand’s own ads before they launch them. Obvious, right? It should be, but many entrepreneurs have been duped by PPC agencies who tell them that their ad is similar to another ad product, which is called ad copy; the client, not wanting to be pushy, walks away with their own notion of their brand’s ad, and meanwhile the agency may not have done any work at all.
Your PPC agency should be giving you the final say on all your paid ads, so if you’ve supposedly got a campaign running and you haven’t seen your ads, ask to see them right away. Odds are good that if your agency isn’t showing you your PPC ads before launching them that they either don’t exist or they’re extremely low quality for online visibility. Great PPC agencies are proud of their work and they want you to see it. Anything less should raise concerns.
Hiring an agency to manage your PPC campaigns will obviously cost more than just the fees for the campaign itself, but the costs involved in running ads with your agency shouldn’t be confusing. That’s because, ultimately, your money should only be going two different places – to the agency and to the ad platform – and everyone at the company should be clear on the split. So, when we say you should be wary about confusing fees, we’re not talking about total cost (that’s a matter for you and your budget), but rather about how the money is split up. For any payment there should be the fee to the agency and the ads spend and it should always be obvious what the division is there.
As popular as PPC marketing is with businesses today, many of the agencies that execute these campaigns don’t do a very good job. They’re wasting your ad spend and your time, and you deserve better. That’s why you should switch to PPC.co’s PPC Management Service.
At PPC.co, we’re committed to ensuring that your ads are reaching the right audience and we know that most agencies just don’t deliver that. Starting from our understanding that website conversions often top out at 2%, we emphasize PPC marketing that pairs first contacts with retargeting efforts to ensure that your brand remains a top-of-mind solution for past visitors. A non-converting visitor is often just someone who hasn’t seen the right content yet, and we want to help you make those connections.
What else makes our PPC Management program stand out? With dual Google Ads and Google Analytics certifications, we have a deep understanding of the systems & AdWords account that get your ads seen and can use tracking data to its fullest potential of web traffic. In fact, that’s why we start every client engagement with a full PPC audit, because even when we’re not leading the campaigns, our skilled professionals can quickly see what’s working and what’s falling short in your current campaigns. From the start, we put our expertise to work for you.
If your PPC agency has exhibited any of the above warning signs, you can’t afford to wait around for progress. It’s time for the protection of business and moves on – to PPC.co. Contact us today to learn more about our PPC Management Services and say goodbye to wasted ad spend and rock bottom conversions. Once you’ve seen the difference a top PPC agency can make in your campaigns, you’ll never believe you let anyone else handle your PPC needs.
