Overview
Manage your PPC budgets at scale
Last updated
Manage your PPC budgets at scale
Last updated
Managing PPC budgets is tough. It’s hard to keep spending under control, prioritize the right campaigns, and know if increasing the budget will actually pay off. Don’t even think about the endless spreadsheets and manual data crunching.
This is where Adalysis can help. It has one of the most comprehensive toolsets available on any platform today.
Review and analyze your budget data in one place. Get budget boost alerts based on lost impression share insights. And choose to automate daily adjustments, so you can focus on campaign strategy.
This tutorial will help you get started. Watch the video, skip to the most relevant section for you, or work through these five key steps. The choice is yours.
Adalysis saves you time by consolidating your Google Ads data on one screen. This includes historical performance, spend and pacing, lost impression share, and allocated budgets.
Get started under Budgets > Manage.
The cumulative chart provides a clear comparison between actual and allocated ideal spend. It makes it easy to spot trends, anticipate pacing issues, and adjust daily budgets.
This screen also lets you allocate budgets at the campaign, budget group and custom budget level, with detailed performance data at hand. Color-coding helps to find issues quickly.
Click the performance chart icons for more details:
A big challenge for PPC advertisers is that you can’t easily allocate and manage a monthly budget in Google Ads. Allocating budgets across campaigns is also tricky, as shared budgets have drawbacks.
Adalysis offers monthly spend goals that take your performance goals into account. You have several options for splitting your budgets, including budget groups.
Here are the key differences between budget groups and Google's shared budget option:
Budget groups in Adalysis and shared budgets in Google Ads aim to help you manage multiple campaigns under a unified budget. However, there are key differences that make budget groups more useful for PPC managers:
Shared budgets in Google Ads don’t allow you to define performance goals. This means you can’t prioritize campaigns that are performing well. Google will distribute the budget based on your bid strategy and the campaign’s ability to spend the budget. It's possible for a single campaign to spend all of your budget, even if you have multiple campaigns within a single shared budget.
Budget groups in Adalysis offer pacing controls, allowing you to manage how quickly your budget is spent across the month. This gives you more flexibility in aligning spend with business priorities or seasonal trends. In addition, Adalysis will allocate budgets to each campaign based on its performance.
Budget groups provide spend projections for the month. This forecast helps you to avoid overspend and stay in control of your overall budget.
Find out more:
Adalysis notifies you of opportunities to scale your budget. The alert is triggered when Lost impression share (budget) rises above 10% for three consecutive days.
For example, let’s say a top-performing campaign has started to hit its budget cap. Adalysis alerts you after three consecutive days of lost impression share due to budget. You can explore the performance projections and decide whether to adjust the budget. This means you can scale the campaign while meeting your performance targets.
Google uses this metric to report on the percentage of lost impressions due to a limited budget. Adalysis analyzes daily performance data and traffic fluctuations to estimate the potential impact of increasing budgets on impression share. This approach identifies opportunities to capture more impressions.
You can also receive alerts when your target monthly spend and pacing exceed your predefined limits.
Adalysis simplifies budget management by automatically adjusting daily budgets. It keeps you on track with monthly targets and performance goals. It also takes into account your ad schedule and other settings. That means no more manual monitoring or changes.
To enable this feature, go to Budgets > Manage. You can automate allocation at the account level or for specific budget groups. You’ll also get a log showing the history of automated actions.
If your client has shared their budgets for the financial year, you can add them directly to Adalysis. You can then track spend against those budgets throughout the year, without separate spreadsheets.
