Advertising Management

In this page, we will cover the following:

  • Setting and adjusting campaign budgets
  • Evaluating your current budget and potential impact of budget changes
  • Setting and adjusting ad group level bids
  • Setting and adjusting keyword level bids
  • Enabling enhanced bidding
  • Enabling conversion optimizer
  • Adjusting CPA bids
  • Setting separate bids for calls
  • Predicting impact of bid changes using the Bid Simulator
  • Modifying mobile bids
  • Adjusting location bids
  • Adjusting bids based on the day of the week and time of day

Introduction

One of the great selling points of Google Ads advertising management is that budgets are flexible and you can start advertising and testing the system with only a few dollars. You also choose how much you are willing to pay for individual clicks. Advertisers can lower or increase Google Ads advertising management budgets and bids at any time, based on changing business needs. This makes for an extremely cost effective advertising solution that’s flexible and easy to modify without long-term contracts or budget commitments.

Setting and adjusting campaign budgets

All advertisers have budgets for their various marketing efforts, including Google Ads advertising management. If you are new to Google Ads advertising management, your budget should be an amount you are comfortable testing with, while you refine your campaigns and figure out what works for you.

Your Google Ads advertising management budget controls how often your ads are shown. The greater your budget, the more impressions your ads will receive. However, your budget should still be an amount you are comfortable spending on Google Ads advertising management.

Start small while you test keywords and ads that generate the best response. Once you figure out which campaigns convert, you can easily increase your daily budgets.

Getting ready

Decide how much you would like to spend on each product category or service. Are some of your products of greater priority to you? If so, make sure that you have the structure in place to support separate budgets with unique campaigns for each category that should have its own budget.

How to do it…

To set a budget for a new campaign, perform the following steps:

  • Click on + New campaign in the Campaigns tab.
  • Scroll to the Bidding and budget section of the campaign Settings page.

1.   Enter the daily budget you would like to set for your campaign in the Budget box.

  • Click on Save and continue.

To adjust a campaign’s budget, perform the following steps:

  • Sign in to your Google Ads account, and click on the Campaigns tab.
  • In the campaign overview page, hover next to the campaign you’d like to edit and click on the budget amount you’d like to adjust. In this example, we see a $10 daily budget that we can change to a new amount.
  • You can also adjust a campaign’s budget by navigating to that campaign’s

Settings page.

  • Enter the new amount and click on Save.

How it works…

Google Ads budgets are set per day, rather than per month. Multiply the daily budget amount you choose by days in a month to figure out how much you’ll spend in a given month.

Daily budgets are set per campaign and will apply to all ad groups and keywords within that campaign. If you have multiple campaigns, add up each campaign’s budget to figure out your total Google Ads advertising management budget. For example, if you have 5 campaigns with a $10 daily budget each, your total daily budget would be $50 and you should be prepared to spend up to $1500 per month.

Because daily traffic patterns vary, Google Ads advertising management may deliver more clicks and go over your actual budgets on the busier days when there is more traffic available. This is to make up for the slower days, when the system does not deliver enough traffic to maximize your daily budget.

There’s more…

Your budget controls ad delivery or how often your ads will be shown. If your budget is more conservative and less than the recommended amount, Google Ads advertising management slows ad delivery and shows your ads only intermittently, to avoid going over your set budget. This means that your ads might not be displayed every time a user searches your keywords. Limited budget is one of the most common reasons advertisers are not seeing their ads when searching on Google.com.

Evaluating your current budget and potential impact of budget changes

Budget ideas is a tool in Google Ads advertising management that can help you evaluate if there is more potential for traffic within your campaigns, as well as how many more clicks you could get if you increased your budget.

Getting ready

Most advertisers do not have unlimited budgets and will not be able to afford increasing their spending to maximize all available clicks. Before you increase your budget, make sure a campaign is profitable first. Review your conversions and cost-per-conversion data and consider increasing your budget if the campaign is cost effective.

How to do it…

To evaluate your current budget and potential impact of budget changes, perform the following steps:

  • Click on the Campaigns tab, and check if any of your campaigns have the Limited by budget message.
  • Click on the graph icon to the right of the Limited by budget message to explore how different budget increases can impact clicks and costs.

2. Choose your new budget amount and click on Apply now to increase your budget

How it works…

The Google Ads advertising management Limited by budget message means that your ads are not shown as often as they could be if your budget was higher. Your current budget is below the system-recommended amount to maximize impressions and clicks. Your ad delivery slows throughout the day to avoid going over your set budget, and your ads are not showing every time your potential customers are running a search for your keywords.

There’s more…

If you are unable to increase your budget to the system-recommended amount, you can also lower your bids to get more clicks out of a limited budget.

Setting and adjusting ad group level bids

Bidding competitively in an ad auction is a key ingredient in obtaining your desired ad position and getting traffic to your website. While your budget controls how often your ads are shown, your Max cost-per-click (CPC) controls your ad rank, or where your ads show on Google.com.

Getting ready

Decide how much you are willing to spend on each set of keywords. Analyze average CPCs for similar terms using Google’s keyword tool as well as third-party tools, such as SpyFu, which you can access at http://www.spyfu.com/. Keep in mind that SpyFu only provides data for the US and UK. If you need international data, try KeywordSpy at

http://www.keywordspy.com/ or SEMrush at http://www.semrush.com/.

How to do it…

To set an ad group bid in a new campaign, perform the following steps:

  • Click on + New campaign in the Campaigns tab.
  • Scroll to the Bidding and budget section of the campaign Settings page.

3.   Enter the Default bid value, which will apply to the first ad group you create.

  • Click on Save and continue.

To adjust an ad group’s bid, perform the following steps:

  • Click on the Campaigns tab.
  • And then click on the Ad Groups tab.
  • Navigate to the ad group you’d like to edit and click on the Default Max. CPC amount you’d like to adjust.
  • Enter the new amount and click on Save.

How it works…

Your ad group bid is the most that you are willing to pay per click for all of the ad group’s keywords. The ad group’s max CPC will apply to all keywords within an ad group, unless you set keyword level bids, which then override ad group bid defaults. The higher your max CPCs, the greater your chances of achieving a better ad rank and a top spot.

There’s more…

If you’d like to edit multiple ad groups, you can change bids in bulk. Select all of the ad groups you’d like to adjust bids for and choose Change bids from the Edit menu. You’ll be able to preview changes before they go live.

Setting and adjusting keyword level bids

In addition to being able to set ad group level bids, which apply to all keywords within an ad group, you can also set keyword level bids. Individual keywords within an ad group will perform differently, and you’ll want to consider increasing bids for low position keywords or decreasing max CPCs for keywords that are not profitable.

Getting ready

Before you adjust bids, research keyword performance. Pay special attention to the following keywords:

  • Costly keywords with no conversions or few conversions: Decrease bids for keywords that you are spending money on but that are not converting. For example, with a target CPA of $10, decrease bids on keywords that are generating conversions at a $15 CPA.

Keywords below first page bid: Consider increasing bids on keywords that are not shown on the first page of Google’s search results.

Cost effective keywords: Increase bids for keywords that are generating profitable conversions to boost ad rank and get more clicks. For example, with a target CPA of $10, increase bids on keywords that are generating conversions at a $7 CPA.

How to do it…

To set or adjust keyword level bids, perform the following steps:

  • Click on the Campaigns tab.
  • Click on the Keywords tab.
  • Find the keyword you’d like to adjust the bid for and click on the Max. CPC field. Enter a new max CPC value and click on Save.
  • You can also adjust keyword bids by selecting one or multiple keywords and choosing

Change bids from the Edit menu.

How it works…

Each ad group has a default bid, which applies to all of the keywords within an ad group, unless you set keyword level bids. If you set a keyword specific max CPC, that bid overrides the ad group level default values.

There’s more…

You can change keyword bids in bulk by selecting multiple keywords and choosing the Change bids from the Edit option on your Campaign Management page.

Enabling enhanced bidding

Google Ads advertising management offers several tools that help you maximize conversions and get more out of your budget. Enhanced CPC (eCPC) changes your bids by lowering them on keywords that are less likely to convert, and increasing bids on keywords that do convert.

Getting ready

You will need to have implemented conversion tracking in your Google Ads account. There are no minimum conversion requirements to start using eCPC, which means that you can enable this feature as soon as your campaigns start generating conversions.

How to do it…

To enable enhanced bidding, perform the following steps:

  • Click on the Campaigns tab, and click on the campaign you’d like to enable eCPC in.
  • Navigate to the Settings tab.
  • Scroll to the Bidding and budget section of the campaign Settings page.
  • Under Bidding option, mark the checkbox under Enhanced CPC.
  • Click on Save.

How it works…

Enhanced CPC automatically adjusts your max CPCs up or down for each auction with the goal of increasing conversions while maintaining your CPA. If you enable eCPC, Google Ads advertising management could increase your bids up to 30 percent more than your original bid.

Enabling Conversion Optimizer

Savvy advertisers measure conversions and adjust bids based on how much they are willing to pay for each conversion. This can be done manually by regularly reviewing your conversion data, or you can take advantage of Conversion Optimizer in Google Ads. It uses historical data to predict which clicks are more valuable to you and adjusts bids in real time to maximize conversions without additional work on your part.

Getting ready

In order to use Conversion Optimizer, you will need to implement conversion tracking in your Google Ads account and your campaign will need to have received at least 15 conversions in the last 30 days. If your campaign did not generate 15 conversions in the last 30 days, you will not have the option to enable Conversion Optimizer and you will need to wait until you receive the required number of conversions.

How to do it…

To enable Conversion Optimizer, perform the following steps:

  • Click on the Campaigns tab.
  • Click on the campaign that you’d like to enable Conversion Optimizer for.
  • Go to the Settings tab.
  • Scroll to the Bidding and budget section and click to edit Bidding option.
  • Select Focus on conversions (Conversion Optimizer). If the campaign is not eligible to use Conversion Optimizer, you will not be able to select this option.

6.   Choose from:

  • Start with recommended bid: Google Ads will show you what target CPA it recommends based on the last 30 days of conversion data. If you are new to CPA bidding, I recommend you go with this option.
  • Start with custom bid $: You can enter your own custom target CPA bid you’d like Google Ads to optimize for. Maybe you are OK with a slightly higher CPA than the system-recommended bid. If you choose a higher bid than the system-recommendation one, your CPA will increase and you’ll also get more clicks. On the other hand, if the most recent CPA average is too high, you can enter a lower target CPA bid. Keep in mind that entering a bid lower than the recommended amount may help lower your CPA but it will also limit your traffic, since Conversion Optimizer will need to bid less to stay within your lower target CPA.

Starts with previous target CPA bids: If you previously used Conversion Optimizer and disabled it, you can go back to your previous target CPA bids.

  • Click on Save after making your selection.
  • The target CPA bid you choose will be applied to all ad groups within your campaign.

How it works…

Conversion Optimizer adjusts your bids automatically with the goal of getting the most possible conversions out of your budget. It lowers bids on less profitable keywords and increases them on keywords that are more likely to convert.

Conversion Optimizer takes into account historical conversion information, such as the customer’s location and times of the day conversions are likely to take place. The more historical conversion data you have, the better the tool is able to predict which clicks are valuable. Advertisers with limited conversion data may not see the best results, so do not rush into using the tool.

If you are not happy with the results that you get while using Conversion Optimizer, you can disable it at any time. Your bids will revert back to the max CPCs you were using prior to implementing Conversion Optimizer.

It will take a couple of weeks or longer, depending on how much traffic your campaign receives, before you’ll be able to gauge the effects of using Conversion Optimizer. Analyze your CPA and conversion rate before and after enabling Conversion Optimizer to assess its effectiveness and if you should implement it across other campaigns.

There’s more…

Your conversion rate and average CPA depend partly on other factors, besides the bidding option you are using, such as seasonality, what your competition is doing, changes in your pricing, website, or changes to your keywords and ads. Once you enable CPA bidding, do not make too many changes to your campaign while you evaluate the effects of Conversion Optimizer.

Adjusting CPA bids

If you are using the Google Ads Conversion Optimizer, you should continue to adjust CPA bids to get the traffic and results you desire.

Getting ready

Review the ad group’s performance within the campaign that’s using Conversion Optimizer. You can sort the performance data by various metrics to isolate ad groups that need CPA adjustments.

Ad group performance trendRecommended CPA change
Converting at a higher CPA than desiredDecrease CPA bid
Generating a lot of clicks and high costs without any conversionsDecrease CPA bid
Converting below CPA targetIncrease CPA bid
Not getting enough trafficIncrease CPA bid
Appearing in a low average position within or below CPA targetIncrease CPA bid

How to do it…

To edit ad group CPA bids, perform the following steps:

  • Click on the Campaigns tab and click on the campaign that’s using Conversion Optimizer.
  • Click on the Ad groups tab.
  • Identify the ad groups you’d like to adjust, for example, ad groups that are converting at a higher than comfortable CPA.
  • Click on the Max. CPA or Target CPA field. Enter a new CPA bid and click on Save.
  • You can also change CPA bids by selecting one or multiple ad groups and choosing

Change bids from the Edit menu.

How it works…

Increasing CPA bids will signal to Google Ads advertising management that you are comfortable with a higher CPA, and Google Ads advertising management will get you more clicks by increasing your max CPCs. You’ll see an increase in conversions at a higher CPA.

Decreasing CPA bids will result in Google Ads advertising management lowering your max CPCs. You’ll get less traffic and fewer clicks but at a lower CPA.

There’s more…

The following advanced options are available in your bidding campaign settings for

Conversion Optimizer:

  • Max. CPA: The most you are willing to pay for any particular conversion
  • Target CPA: This is the average amount you would like to pay for each conversion

You can switch from Target CPA to Max. CPA at any time in your campaign Settings page, depending on which metric you are more comfortable with.

Setting separate bids for calls

For many businesses, calls are more important than clicks or even web-based leads. Getting to talk to someone who’s considering your product or service directly can make the difference between converting that person to a lifelong customer or losing a sale to a competitor. Because Google understands just how valuable phone calls are, Google Ads offers Max. CPP (cost-per-phone call), which is the option to set unique bids for calls.

Getting ready

You’ll need to enable call extensions in Google Ads and choose to use Google’s call forwarding.

The feature is only available in select countries.

Before you are able to bid separately on calls, you’ll also need to meet a number of calls that came via your call extension. If you do not yet meet that threshold, you will see Ineligible Bid in the CPP Bid column.

How to do it…

To set max CPP bids, perform the following steps:

  • Click on the Campaigns tab, and then click on the campaign where you’d like to set unique bids for calls.
  • Click on the Ad groups tab.
  • Click directly in the ad group table on the Max. CPP row and enter a new max CPP amount for a specific ad group. Click on Save.
  • You can also select the ad groups you’d like to edit bids for and choose Change bids from the Edit tab.
  • Click on Preview changes to see which ad groups will be edited, and choose Make changes to implement bid edits.

How it works…

Max CPP (cost-per-phone call) is the maximum amount you are willing to pay per phone call through call forwarding. The minimum CPP you can use is $1. Your max CPC, or the most you are willing to pay per click, can be less than your max CPP.

In order to be able to set max CPPs, you’ll need to use call extensions with Google’s call forwarding. With call forwarding, Google shows a toll free phone number in your ads, which forwards to your business phone number.

There’s more…

If you decide to use max CPP, you’ll only pay if someone decides to call the call-forwarding number from your ad. If a customer clicks through to your website and calls the customer support number on your home page, you will not pay Google for that call.

Predicting impact of bid changes using the Bid Simulator

Ever wonder how changing your bids might impact traffic? While there is no way to know for sure, Google’s Bid Simulator can help you make informed predictions based on your most recent performance.

Getting ready

Choose an ad group or multiple ad groups you’d like to edit bids for. Here are the ad groups you may wish to increase bids for:

  • Ad groups appearing in a low position
  • Ad groups generating profitable conversions
  • Ad Groups you may want to decrease bids for include the following:
  • Ad groups generating no conversions despite high costs Ad groups generating conversions at a high CPA

How to do it…

To use the Bid Simulator, perform the following steps:

  • Click on the Campaigns tab.
  • Click on the Ad groups tab.
  • Click on the graph icon below an ad group’s bid and explore how different bids could have affected your traffic.

4.   Choose a new max CPC and click on Save to apply it directly to your ad group.

How it works…

The Bid Simulator allows you to estimate how specific bid changes could impact your traffic. The tool evaluates performance over the last seven days and computes what your performance would have been like over the past week had you used a different bid. You can also see how many top of the page impressions a different bid would have received.

There’s more…

The estimates are restricted to the Search network and do not include the Display network.

The Bid Simulator does not work with campaigns that are using automatic bidding or the Conversion Optimizer. It also is not available in limited budget campaigns that have consistently reached the daily budget over the past seven days.

Modifying mobile bids

The default option for all new advertisers when creating accounts is to have all campaigns opted into all devices, including computers, tablets, and mobile phones. However, you can and should adjust bids for mobile, depending on what types of results you are getting.

Getting ready

Analyze past mobile performances to determine how much traffic you received from mobile and how this traffic has historically converted for you. If conversion rates are on par with computers and tablets, leave mobile bids the same as the default. If mobile conversion rates are much lower, decrease the bids. On the other hand, if you get better performance from mobile, you can also increase bids to capture even more mobile traffic.

DeviceConversion rateBid adjustment
Computers3 percentDefault
Tablets3.5 percentCannot be adjusted
Mobile1.5 percentDecrease
Mobile4 percentIncrease

Visit your website on a mobile device to see if it’s mobile friendly. If the user experience is not ideal and it’s difficult to navigate your website on a smartphone, decrease bids. Also, consider investing in a mobile-optimized website, which will become increasingly vital as the mobile user’s base continues to grow. Explore http://www.howtogomo.com/ to see how your current website looks in mobile and to find additional resources.

How to do it…

To modify mobile bids, perform the following steps:

  • Go to the Campaigns tab.
  • Click on the specific campaign you’d like to edit.
  • Go to the Settings tab and select Devices.
  • The screen will show you your campaign’s past performance for all three devices. Adjust the date range to All time near the top of your Campaigns tab to include past performance data.
  • Next to Mobile devices with full browsers, click in the Bid adj. column.
  • Click on Save.

How it works…

Mobile bid adjustments help you increase or decrease bids for mobile devices. Bid adjustments are set as a percentage of your default bid.

Mobile bid adjustments are not compatible with Conversion Optimizer, so if your campaigns are taking advantage of CPA bidding, modifying bids will not have any effect. However, you can still opt for a Conversion-Optimizer-enabled campaign for mobile devices by using a

100-percent mobile bid decrease. Mobile bid adjustments are not compatible with Conversion Optimizer since this feature already takes into consideration devices users are searching from when adjusting bids.

There’s more…

Currently, Google Ads does not provide an option to modify tablet bids. They are the same as the default computer bids.

Adjusting location bids

With some recent improvements to Google Ads, advertisers can now modify bids for different locations all through a single campaign. Location-specific bids can help you achieve higher ad rank in places where you get the best response and spend less in regions and cities that don’t work as well. For example, a retailer selling snow tires can set higher bids for customers searching from snowy Colorado than for people who are located in sunny California.

Getting ready

First, you’ll need to analyze the results you are getting from you current target locations.

To see location specific data, follow these steps:

  • Click on the Campaigns tab.
  • Choose a campaign to focus on and click on the Settings tab.
  • Click on Locations.
  • From the Location details drop-down menu choose What triggered your ad or Where your users were. The option Where your users were reports on the physical location of users that saw your ads. The option What triggered your ad also includes locations users were searching for or viewing pages about.

5.   Choose the geographic level of detail. Your options are:

  • Country/Territory
  • Region
  • City

Most specific location

  • Review performance data by geographic level of interest (such as by city), including conversions. Are some regions performing better than others? If you do not have historical data, think about where your products or services are the most successful.

How to do it…

Once you understand which locations are performing better, you’ll be able to adjust bids through the Locations setting of your campaign.

  • Click on Locations to see location details.
  • Sort by performance metric of interest, such as Cost / conv. (1-per-click).
  • Select low performing locations and go to Add targets and set bid adjustments. For low performers, choose Decrease by and enter a % amount. Click on Add.
  • Next, select your high performing regions, go to Add targets and set bid adjustments, and choose Increase by with a specific % amount. Click on Add.

Location bids are adjusted at the campaign level and this process will need to be repeated for additional campaigns for which you wish to modify bids.

How it works…

Location bid adjustments allow you to increase or decrease bids for specific locations within a single campaign. Bid adjustments are set as a percentage of your default bid.

There’s more…

In addition to increasing or decreasing bids, you can also exclude locations to prevent your ads from serving in low performing geographic areas. The following screenshot highlights the Exclude option in your Locations tab, where you can block specific locations:

Adjusting bids based on the day of the week and time of day

If you find that certain days or times of the day bring more valuable web traffic, you can have Google Ads advertising management automatically adjust your bids to maximize on these patterns. For example, a coffee shop may want to bid more aggressively during its peak morning hours.

Getting ready

Figure out when you get the most valuable traffic. You can use the Dimensions tab in Google Ads to analyze performance by day of the week or by hour.

You can also see performance data in your Ad schedule campaign settings page. Click on Schedule details and choose Day of the week or Hour and day of the week.

How to do it…

To adjust bids based on the day of the week or time of the day, perform the following steps:

  • Go to the Campaigns tab and click on the specific campaign you’d like to edit.
  • Go to the Settings tab.
  • Select Ad schedule.
  • Click on Edit ad schedule.
  • Click on + Create custom schedule.
  • Choose the days when you’d like your ads to run. To make different bid adjustments for different hours of the day, you’ll need to create multiple ad schedules and then adjust bids for them. In our coffee shop example, we’ll create three different time slots.
Time slotBid adjustment
6:00 – 10:0010 percent bid increase
10:00 – 15:00No bid adjustment
15:00 – 18:0010 percent bid decrease
  • Click on Save after you have selected your desired days and hours.
  • Next, you’ll see a list of the days and times your ads will be running. Clicking on the Bid adj. column next to each time slot will allow you to increase or decrease bids.
  • Click on Save after modifying each time slot’s bid. Bids you do not modify will remain at 100 percent of the default.

How it works…

Ad scheduling bid adjustments help you increase or decrease bids for certain days of the week or hours of the day to maximize ad exposure during important time periods. Bid adjustments are set as a percentage of your default bid.

There’s more…

If you are using Conversion Optimizer as your bidding strategy, you will not be able to set up ad-scheduling bid modifications. Conversion Optimizer is a robust Google Ads advertising management tool that already takes into account when your conversions are happening and optimizes bids to maximize ROI.

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