How should your ad budget impact campaign building?
Wondering how to make the most of your AdWords budget? Columnist Brett Middleton shares his formula for calculating search impression share so that you can make ROAS projections based on budget reallocation.
Everyone running a PPC account typically has a budgeting question they are trying to figure out. For those with a tighter ad budget, the question becomes, “How do I get the most leads for this limited amount of spend I have?”
Larger accounts run into their own problems; finding points of diminishing returns and making small gains in efficiency while maintaining spend levels at a point that generates the growth you need can be a headache.
If you take away one point from this, it’s that search impression share may be the most ignored primary metric for most PPC managers who are up against a budget. Search impression share is the number of impressions your ads actually received, compared to the potential number they could have received. For example, if there were 100 searches for keyword X, and you received 75 impressions, that would mean you have 75 percent search impression share.
This is important to think about because you may be leaving valuable conversions on the table. In this article, I’ll show you a way to look at impression share and do your own calculation for how many potential conversions you are missing out on with your current campaign structure and budget. Those of you who don’t trust Keyword Planner, this is for you.
As someone who has managed accounts across a wide range of budgets, I’ve learned a few things along the way, and my search for efficiency with higher spends has led to some observations about mistakes I made managing smaller budgets. Get ready for PPC budget management talking points!