Category: News & Trends

On Wednesday this week I wrote about when you should consider dropping your AdWords budget, now let’s talk about when you should consider raising it.

1. If you are not tracking conversions or leads I would not consider raising an AdWords advertising budget until those tools are implemented. If you are making strong conversions and leads I would recommend that you increase your advertising budget for a two to three week test period. In many cases doing so will bring more conversions, but not in all cases.

2. If you have very few impressions in your account you should consider not only increasing your AdWords budget but your maximum cost per click. In a case such as this, typically you have simply fallen out of the auction and AdWords will very slowly serve your ads. In other cases where you have very few impressions it is a possible problem with a high cost per click and a low daily budget. Raising your daily budget will allow you to identify where the problem really lies.

3. It is very important to monitor your AdWords program when you do increase your budget. Use all the tools that AdWords has available to monitor your activity. It is possible that you will need to raise your budget again if you are getting results or that you will need to lower your budget if you have not stimulated leads or conversions.

If you need an experienced Google AdWords account manager, don’t forget to check with me first.

Most everyone know when to increase their AdWords budget, but many do not know when they should start to lower their AdWords budget. Here are a few tips to consider as you review your own AdWords budget and decide if you should keep it the same or lower your budget.

1. If your business is seasonal and you have a historical market drop in sales at specific times of the year, as you approach those slow sales or booking times, you should equally drop your AdWords budget. There is no point in continuing to spend at the same level as you would in peak selling times.

2. If you do not have historical data on sales and bookings then you should watch for flat periods of activity. AdWords will try to spend all the money that you allow it even if you get no sales conversions. If sales are flat for a week and you are at your same budget, first review your keywords, cost per click, and create new ad text. If you have not generated conversions in the second week, I would strongly consider pulling back on your budget especially in December. There are simply some businesses that will sell strongly in the holiday season and others that will not. Your product or services may be one that would be best served by keeping a toehold in now and bumping your budget back up in January.

I’ll talk on Friday on when you should increase your AdWords budget.

Google AdWords is not for everyone and every product, but it can be an excellent way to promote your products on the Web. However AdWords set up and management by a professional is an expense and for an untested product or a new service you are thinking of promoting professional set up and management may be too costly for your initial testing.

Enter the Google AdWords Starter Edition! For unusual products never seen in the marketplace, e-books, or unusual services that you wonder is there a market for, there is no better way than to test online marketability than with the Google AdWords Starter Edition.

The Google AdWords Starter Edition is so simple and easy to set up that any business owner can do market testing themselves to find out if there is even interest for their product. Not sure if people will pay $5 for your e-book about your vacation to Paris with your wife? Test it on Google AdWords Starter Edition. Not sure if people will want to buy a magnetic scalp roller that grows new hair – test it!

If you generate clicks AND sales during your test, the next step is to find a professional Google AdWords account manager to set up an AdWords program that will build on your test and really work to market your product. The information that you have garnered in your two week to 30 day test on the Starter Edition will be considered valuable by your account manager and will help them to focus on what has been successful initially and to build on that success.