3 Questions To Ask Before You Use AdWords Shared Budget
Nov 2012 03

The New AdWords Feature – Shared Budget

In early September, Google announced a new feature that allowed budget to be shared between your AdWWords campaigns – Shared Budget.
The advertiser can now specify a budget to be shared among numerous campaigns, instead of a single budget for each campaign.

Turning Missed Opportunities Into Potential Opportunities

Ever experienced a day whereby some of your campaigns exhausted their budget but the others didn’t?
Don’t you wish that these unspent budget (read missed opportunities) can be shifted to the spent campaigns to generate more potential opportunities?
Shared Budget will make your dream come true.

Ask Yourself These 3 Questions Before You Start Using AdWords Shared Budget

There are always pitfalls to take note of. So ask yourself these questions before you start:

Question 1 – Is the budget going to be shared between the search and display campaigns?

Budget should never be shared between campaigns in different networks!
Pitfall: Typically campaigns in the display network spend their budget much faster compared to their search network counterpart. Assigning a shared budget between a search and a display campaign will mean paralyzing the potential of your search campaign.

Question 2 – Am I sharing the budget between the desktop and mobile campaigns?

Depending on the nature of your business, you might need to be wary of sharing budgets between the desktop campaigns and the mobile campaigns.
Say you are offering a car towing service, searches of such nature would usually be done more on mobile devices compared to the desktop environment.
Pitfall: In certain scenarios where conversion looks the most likely on mobile devices, you would not want the desktop campaign to be the one eating up on the overall budget and bottlenecking your mobile campaign’s potential.

Question 3 – What is this campaign for? Should it be sharing a budget with the other campaigns?

For many businesses, there would be a set of routine campaigns as well as adhoc sets of campaigns (for promotions and events etc).
For example you have a warehouse sales coming up and you are running a campaign on both the search and display network to get the words out.
Would you want this campaign to be sharing a budget with your routine campaign?
Pitfall: To maximize the awareness of your sales event, you probably would not want to share the budget with the routine campaigns which would limit the exposure of your adhoc campaigns.

Shared Budget – A Double Edged Sword

When swing with the right technique, Shared Budget can increase opportunities which otherwise would had been lost to a exhausted budget.
When incorrectly swing, it can cannibalize and limit the true potential of your campaigns.
So swing with care and before you swing the sword, ask yourself the 3 questions above to avoid the potential pitfalls of shared budgeting.

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