In this lesson, I'll talk about the importance of setting budgets for Google Ads campaigns based on goals and performance. Some key points I cover are:

• How the nature of budget requirements might vary for different accounts
• Adjusting budgets based on performance
• Understanding how different bid strategies impact spending
• Campaign statuses like "limited by budget" or "limited by search volume"
• Pausing campaigns by reducing budgets to $0.01 instead of completely "pausing" them

I'll also cover some strategies for managing bidding strategies such as tCPA and tROAS, such as:

• Setting performance targets such as tCPA or tROAS
• Adjusting CPA or ROAS targets to affect spend

Last updated: 10 May 2024

TIMESTAMPS

0:00 - Budget management overview

0:32 - Discussing the 80/20 principle

1:00 - Identifying the top-performing keywords

1:19 - Focusing on what’s working

2:58 - Use budget as an optimisation lever

4:00 - Shifting budget to high-performance campaigns

5:00 - Reducing budgets versus pausing campaigns

5:45 - Using a $0.01 budget to pause

6:45 - Impact of bid strategies on budget

7:25 - Starting with a lower budget

9:00 - When to use a CPA or ROAS target

10:41 - Implications of CPA and ROAS targets

11:55 - Raising budgets for high-performing campaigns

14:04 - Budgets and search campaign targeting

15:50 - Segmenting products in Performance Max campaigns

19:10 - Limited by budget status explained

21:05 - Setting budgets based on client goals