Is there another way beside proper keyword targeting to help my ads reach the right target marketplace, and avoid squandering my Daily Budget?

Nigel (www.method-statement-template.com) wrote:
I have set ad scheduling up, and my daily budget is finished 1/2 way during the scheduled time, so my ads are not appearing in the afternoons when I want them to.
 

Very often Business-to-Business (B2B) and Business-to-Consumer (B2C) marketplaces use the same keywords, for example: antivirus software

An effective way to separate them can be to carefully schedule your Campaigns (also known as "Day-Parting") to run only when your marketplace is most likely to be looking.

In the above example, for B2B prospects, that is most likely to be office hours, excluding evenings and weekends.

With the proper conversion tracking, you could of course test two identical campaigns running at these different times to see which brings best returns.

However, if you've got scheduling in place, and your daily budget is still running out early, what's going on?

Simply put:

• there are more clicks out there than you are budgeting for
• you're probably paying too much for clicks (too low CTR)
• you may be getting caught out with Broad Expanded keyword matching (too high Impression count)
• you need to increase your daily budget, but only if prudent to do so by tracking conversions

Google can suggest a more appropriate budget, and will often flag you if you have this problem.

It's really a nice problem to have, if your campaign is actually working.

But if not, you've got to work on improving CTR, which means more focused keywords, proper use of match types, negative keywords, ad groups and ads, and conversion tracking.

We provide a forensic audit of your entire account, currently covering 93 points, which reveals exactly what's going wrong.

If you've found this useful, please mention us to clients and colleagues.

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