The budget is where so many advertisers fail.
People new to Adwords quickly see their budget eaten up and dismiss the whole Adwords system. When in truth if they understood the system better and made a few small changes they would see their campaigns improve and their budget costs drop.
A successful campaign starts with the interface between you and your potential client the Ad. I’ll be discussing Ad copywriting in the next post.
For now here’s how to set and manage your budget properly.
This could save you a fortune -
Do you advertise on the Adwords ‘content’ network?
Do you even know what this is?
You can find it in ‘Edit Campaign Settings’.
You could be haemorrhaging cash here without even knowing it.
The content network will see your ad appear right across the Internet on sites related to your chosen keywords via Google’s Adsense program.
The problem is that in most cases there’s a huge difference between your ad on the search results page and your ad on someone else’s site. This difference is in the state of mind of the person that will see your ad.
A person seeing your ad in Google’s search results is proactively looking for what you’re offering, at least if you’ve got your keywords right, and so they are much more likely to buy or complete the desired action on your site.
Somebody coming across your ad whilst ‘browsing’ the Net, and that’s the key difference, is much less likely to complete the desired action. Since they are not proactively seeking out what you offer but instead casually come across your ad as they surf the Net, consequently their response will be much poorer.
I suggest you immediately turn of the option to appear on the content network. It’s very easy to do simply uncheck the checkbox found in your campaign settings at the top right.
Your daily budget
Start with a high budget to test and have your ad show the maximum number of times. This will build your CTR (Click Through Rate) for which Google will reward you by effectively letting you lower your bid without affecting your ad position.

Google’s aim is to return the most accurate result for any search. If your ad gets lots of clicks, a good CTR, logically it must be relevant and effective. The Adwords system will then raise your ad position or at a minimum allow you to reduce your bid without penalizing you by dropping the ad position.

To begin with you may want to spend less but a better attitude is to spend smarter.

Successful advertisers typically turn the daily budget up to the ‘max’ in their campaign settings area, based on Google’s suggested daily maximum. Cost control is achieved through pausing poor-performing ads and groups, or lowering bids – not by cutting your daily budget.

If you’re not appearing on the front page for a search you can’t measure ROI accurately for your keywords. You MUST pay through the nose to begin with.
But be careful not to appear at No.1 as it can attract the casual clicker.

After initial testing if you’ve written a good ad and are getting good CTR then you should see your ad hold it’s own when you lower your budget.
The idea is to get maximum exposure of your ad to better track keyword performance.
Don’t underbid your Ad group because you’re thinking of your “maximum bid” as your actual bid.

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