Budget settings

HOW OFTEN SHOULD I RE-EVALUATE AND CHANGE MY DAILY BUDGET?

Google Ads budgeting – how often should I re-evaluate and change my daily budget?We’ve seen companies deciding campaign budgets on a daily basis, constantly changing it. Every day they open Google Ads, see the previous day’s performance and adjust the budget “for today”. This may be a tempting opportunity for hands-on business owners that like to keep everything under control. But we firmly advise against such a practice, which will make your monthly spending difficult to predict and will also ruin your campaigns’ results.

About shared budgets

In Google Ads, a shared budget is a single average daily budget that’s shared by multiple campaigns in an account. Learn how to set up a shared budget

Shared budgets streamline your budget across campaigns by allowing underutilized budgets to automatically reallocate to budget-capped campaigns. This will allow you to decrease campaigns limited by budgets and improve campaign performance.

It’s best practice to implement shared budgets with portfolio bidding. Portfolio bidding allows you to be as efficient as possible with your total budget and with bid strategies on campaigns that share the same goals. 

Choose your bid and budget

To run your ads on Google, you’ll need to decide on the right budget and bidding options. Your budget establishes a charging limit for an individual campaign, so it should be the average amount you’d be comfortable spending per day. Your actual costs may be lower, depending on how you manage your bids.

Note:  Google Ads calculates the budget on a daily basis. If you need to determine the monthly budget, multiply the daily budget by 30.4, which is the average number of days in a month. For more information, read Budgets overview. Utilize your Budget Report to view your monthly spend limit and monthly forecast.

Your maximum cost-per-click bid (max. CPC bid) is the most you’re willing to pay for a click on your ad. By managing your bids, you may influence the amount of traffic your ads receive, as well as the Return on investment (ROI) they generate. With higher bids, your campaign is likely to receive more traffic, although you’ll likely spend more money. With lower bids, your campaign is likely to receive fewer clicks and conversions.

About Maximize clicks bidding

This article explains how the automated Maximize clicks bid strategy works and what its settings are. If you don’t yet know what type of automated bid strategy is right for you, review About automated bidding first.

How it works

Maximize clicks is an automated bid strategy that sets your bids to help get as many clicks as possible within your budget. This article explains how the automated Maximize clicks bid strategy works and what its settings are.

You can use Maximize clicks for a single campaign, or you can set it up as a portfolio bid strategy. Portfolio strategies group together multiple campaigns into a single strategy.

Maximum CPC bid limit

Maximum CPC (cost per click) enables you to set a cap on bids when using a Maximize clicks bid strategy. It lets you control the maximum amount you’re willing to pay for each click. If you don’t enter a maximum CPC bid limit, Google Ads adjusts your bids to try to get you as many clicks as possible while spending your budget