Today, we’re talking about what happens if your AdWords campaign is not spending the entire daily budget.

Let’s say you have a $100 a day budget for your Adwords campaign. It may be high for some, low for some, but we’re just using that number just as an example.

Let’s say you have a $100 a day budget, but your account is only spending $50 of that $100 budget. And perhaps, you can’t figure out why that is.

We are willing to spend more, but it’s just not showing up. We know we have plenty of keywords. We have plenty of ad groups. There are more than ample opportunities to be spending that budget and we’re getting a great return on investment for what we have been spending.

But we just want to spend more, and it’s just not happening. What do we do to fix that?

We Need To Research What’s Happening

When we’re taking a look at our information, for the majority of the time (in our accounts), what we are looking at are impressions, clicks, click-through rate, average cost per click, total cost, conversions, cost per all conversions, all conversion rates, and average position.

The all conversion rate isn’t 100% accurate because we also do phone calls as well through phone call tracking, and those are not necessarily counted in these conversions. We track those separately.

Ever Heard of Search Impression Share?

Another thing let’s take a look at is, go up to modify columns and click into that. Go to Competitive metrics, and then click on Search Impression Share and Apply.

As you can see right there, Search impression share (which is the number of times that your ads show up versus the number of eligible times your ad could’ve shown up).

So, what we’re seeing is that this ad group showed up 55% of the time that it was eligible to show. What happened to the other 45%? Why didn’t is show up 100% of the time.

There could be a couple of things. One, it could mean we got outbid for that keyword. Number two, it could be a poor performing ad, a low click-through rate on that ad.

Let’s try and take it down a step further. This is just the overall number for that ad group. Let’s click into the ad group and see what we find there. Once again, you might have to go in and modify your column headings if you’re not seeing this information.

Find, competitive metrics and the search impression share.

We can see that this particular keyword showed up 60% of the time that is was eligible to show, but the next one only showed up 18%.

We go down and see some others, 31%, 100%, 100%. Now, some of these keywords aren’t active anymore. For instance, this particular keyword hasn’t been active for a long time.

Changes to Help You Spend Your Adwords Budget

But this one right here, we’re leaving 40% of the impression share on the table. So what I’m gonna do is, I’m going to go in and I’m going to increase my max cost per click for that keyword, especially when it’s converting at that type of rate.

I know this is somewhere I can spend more money. I know that it’s paying off. I know it’s gonna work based on the conversion rates. I’m also going to double check that this is 14 conversions in this period of time. However, that does not include our phone conversions, which I know there are some in there as well, so this conversion rate is even higher and the cost per conversion is even lower.

One thing I might wanna take a look at is, I might want to at least record what these numbers are so that I can take a look and compare later if needed. If I increase this cost per click by, let’s say, $1, and all of a sudden, my cost per conversions skyrocket up to $35 or $40, that change might not be worth it to me.

You don’t want to just make changs like these blindly. Make sure you have a record to compare to and understand what is working and what isn’t in your campaign.

The reason why I would also increase my cost per click is because my average position for that keyword is 1.7. If I recorded these results prior to starting this test, I could say that if I get that average position up closer to the #1position by increasing my bid, and my conversions and cost per conversion and everything improves, then I know that was a successful test.

Take a look. If you’re already at the average position of #1, there’s really nowhere else for you to increase there. Chances are, your search impression share will be closer to 100%. This is one place to start if you are not spending all of your budgets.

Go through and take a look at all your keywords and take a look at your search impression share, and see where you’re leaving money on the table. If you’re looking at a great number of conversions, a great conversion rate, and you’re leaving 40%, 50%, 60%, 80% of the impressions on the table, then up those budgets.

Hope that helps you figure out why your Adwords campaing is not spending it’s daily budget.

If we could ever help you out further, please contact us at PPCVideoTraining.com, or ManciniDigital.com.

Check out our other Adwords videos like:

What’s a Good CTR (or Click Through Rate)

 

 

 

 

Adwords Optimization – Week #1