Paid search specialists typically monitor three key areas in PPC budget management:
The PPC budgeting tools available for Adalysis users can help.
The Budget screen in Adalysis gives you an instant overview of how fast you’re spending the allocated budget. You’ll get notified of overspending or underspending for your entire account, individual campaigns, or shared budgets. In addition, you’ll see a projection of your total spend if you keep to the same spending pace.
The graphs also show you any unusual patterns in your spending over time. Since Google can exceed your daily budget, you may notice that there are days of the week or the month when your spending is always higher than your allocated budget. These seasonal insights can be helpful when deciding on your budgeting strategy. Perhaps, you’d like to allocate more budget when there’s more demand and to avoid running out of money at the best time for a sale.
Staying in control of your monthly spending is crucial. With Adalysis, you can set up alerts to notify you when a specific percentage of your target PPC budget is spent. You can also configure these alerts to pause your campaigns once the threshold is reached and automatically reactivate them on the first day of the next month.
A budget-capped campaign means that it’s losing impression share because of insufficient budget. Even if you can’t increase your overall PPC budget, you may want to reallocate budget from underperforming campaigns to your best ones.
You may find that some campaigns consistently have excess budget which isn’t spent. That can happen when the search volume for your product is lower than expected, or your bids are too low to bring you more clicks. You can reallocate this extra budget to your best campaigns. This way you’re still maintaining budget control, but you’re also ensuring that you’re getting all you can from every dollar or euro.
The Adalysis budgeting tools will highlight capped campaigns for you, together with lost impression share data due to budget limitations. You’ll also receive an alert if there are potential improvements by reallocating budgets.
Before increasing budgets for capped campaigns, it makes sense to evaluate the potential performance boost. The Adalysis budget management screen shows you projected changes by metric — impressions, clicks, and conversions — if you increase your campaign budget (or a shared budget). It’s a convenient way to see the correlation between your budget and the results you can achieve.
If you are happy with the forecast, you can apply your new budgets right from your Adalysis account.
PPC budget management tools are just one example of the powerful features available to Adalysis users. Here are some of the other award-winning tools for PPC teams:
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Adalysis was founded in 2013 by PPC experts with more than 20 years of experience. Since then, we have helped PPC agencies and PPC marketers for brands from all over the world to effectively optimize their PPC efforts.