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Google Ads (Adwords) Campaign Not Spending its Daily Budget? | PPC Training

Google Ads (Adwords) Campaign Not Spending its Daily Budget? | PPC Training

Mike Mancini
with ppcvideotraining.com. Today, we’re gonna be
talking about what happens if your AdWords campaign is not spending the entire daily budget. Stay tuned. (ethereal music) What happens if you have
an account that you’re … Basically, let’s say you
have a $100 a day budget. It may be high for some, low for some, but we’re just using that
number just as an example. Let’s say you have a $100 a day budget, but your account is only spending $50. We can’t figure out why that is. We are willing to spend more,
but it’s just not showing up. We know we have plenty of keywords. We have plenty of ad groups. There are more than ample opportunities to be spending that budget and we’re getting a great return on investment, but we wanna spend more, but it’s just not happening. What do we do to fix that? When we’re taking a
look at our information, for the majority of the
time, what we personally are looking at are impressions, clicks, click-through rate,
average cost per click, the cost, conversions,
cost per all conversions, all conversion rate, average position. This all conversion
rate isn’t 100% accurate because we also do phone calls as well through phone call
tracking, and those are not necessarily the same conversions. We track those separately. Another thing let’s take a look at is, go up here and go up to Modify columns. Click Modify columns. Go to Competitive
metrics, and then click on Search impression share and Apply. As you can see right here,
Search impression share, these are the number of times that your ads showed up versus the number of eligible times your ad could’ve shown up. So when we’re taking a
look at this ad group, what we’re seeing is that this ad group showed up 55% of the time
that it was eligible to. What happened to the other 45%? That could be a couple of things. One, it could mean we got outbid. Number two, it could be poor ads, low click-through rates,
whatever it might be. Try and take it down a step further. This is just the number
overall for that ad group. Let’s click into the ad group
and see what we find there. Once again, you might have to
go in and modify your columns. Competitive metrics,
Search impression share. We can see that this
particular keyword showed up 60% of the time, but this
one only showed up 18%. We go down, 31%, 100, 100. So what I’m seeing here is … Some of these keywords
aren’t active anymore. For instance, this one hasn’t
been active for a long time. But this one right here, we’re
leaving 40% on the table. So what I’m gonna do
is, I’m going to go in and I’m going to increase
my max cost per click for that keyword, especially when it’s converting at this type of rate. I know this is somewhere
I can spend more money. I know that it’s paying off. I know it’s gonna work. I’m also gonna double check that this is 14 conversions in this period of time. However, that does not
include our phone conversions, which I know there are
some in there as well, so this conversion rate is even higher. The cost per conversion is even lower. One thing I might wanna take a look at is, I might wanna measure this, or at least record what this says so
that I can take a look. If I increase this cost per
click by, let’s say, $1, and all of a sudden,
my cost per conversions skyrocket up to 35, $40, that
might not be worth it to me. You don’t wanna just do this blindly. The reason why I would also
increase my cost per click is because my average
position here is 1.7. If I recorded these results
prior to starting this test, I could say that if I get that average position up closer to one because I increase my
bid and my conversions and cost per conversion
and everything improves, then I know that was a successful test. Take a look. If you’re already at the
average position of one, there’s really nowhere else
for you to increase there. Chances are, your search impression share will be closer to 100%, anyway. This is one place to start if you are not spending all of your budgets. Go through and take a
look at all your keywords and take a look at your
search impression share, and see where you’re
leaving money on the table. If you’re looking at a
great number of conversions, a great conversion rate, and you’re leaving 40, 50, 60, 80% of the impressions on the
table, up those budgets. Hope that helps. We’ll see you next time. Thank you so much for watching the video. If you enjoyed it, please like it and subscribe to our channel. Or if you happen to know of
someone this video could help, please take a quick second
and share it with them. If we could ever help you out further, please contact us at ppcvideotraining.com, or mancinidigital.com.

3 thoughts on “Google Ads (Adwords) Campaign Not Spending its Daily Budget? | PPC Training

  1. Do you have another way (besides this one) to also spend the daily budget if your campaign is knocking it out of the park? We do… but it's for another video. Do you have anything else to share in the comments?

  2. Thanks for the tips! I can't seem to find competitive metrics / search impr.share on adwords though. Has there been a change on Adwords?

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