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Have there been days you experienced a sudden spike in impressions? Here are a couple easy ways you can protect your budget from exceeding prematurely.
1- Use Budget per Day Option:
With this new budgeting option, you can control your campaign costs by stopping ad exposure if you set a maximum daily budget limit. You can use this option when you plan on adjusting your budget frequently to take advantage of changing market conditions, such as a holiday season or special promotions.
What happens when you reach your budget daily limit?
If you reach your budget daily limit before the end of the day, all your ad groups in the campaign are paused (Budget Paused status) and ads associated with the ad groups in the campaign are no longer displayed. Your campaign will resume at the start of the next day, as long as you haven't yet reached your monthly budget limit.
Here are the steps for setting your daily budget:
Please note that in some cases, your daily budget target may be exceeded by a small amount, but your maximum monthly budget will not be exceeded.
2- Set Negative Keywords: To avoid getting unrelated leads which could have an impact on your daily budget, I recommend adding negative keywords. Someone advertising for a window washing company might want to add negative keywords for window treatments, window replacement, etc. To identify the keywords which have generated the most leads, you’ll need to run a Keyword Performance Report which can be found in the Reports Tab within adCenter. You can then use the Keyword Research Tool, which can be found on the Research Tab within adCenter, to identify some possible negative terms that appear when searching on these keywords. The resulting keyword recommendations are created from searches on Live Search & MSN over the previous month.
3- Apply Selective Bid Management: This solution requires keeping a constant eye on your bids and making frequent adjustments when necessary. For example, if you're seeing a spike in impressions, it's possible that one or more of your search terms were listed in the "A-List Searches" box on the MSN home page (screenshot below), which may generate an unexpected flood in impressions. You can simply review the MSN home page and lower your bids for any search terms that appear both in the "A-List Searches" box and in your list of keywords.
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Thought I read somewhere that a minimum budget of $100 per day was recommended in order to get on Google's "good side"
Lara,
My problem was something else..In a certain campaign I set $30000 Monthly budget. So on daily basis, I am happy to see the spend below $1000 or sometimes $1200/$1300 per day.. Now, if some feature like "trending now" sweeps away $4500 in just 3 Hours in that campaign then how could we avoid that? ANY ANSWER?
You should set your daily budget to minimize over spending. Along with a monthly budget the allowable daily budget should be set on the AdGroup level and the campaign level. If you have a monthly budget of say - 5000.00 and you have 5 AdGroups then you may want to divide the monthly budget by five and then divide that amount by 30. This provide you an amount for a daily budget for each AdGroup. Keep in mind that you can always go back and change these budgets based on you AdGroups performance. If you are targeting a specific location, this location may start to deplete your allowable budget faster than expected. If you decide to increase your daily spend then you can adjust it by utilizing some of the daily spend from other AdGroups not performing as well but still remain within your monthly budget parameters.
The use of negative keywords is a must implement portion of your campaign. Having a solid list of negative keywords increases your chances of better search results by preventing unwanted SERP's, but also decreases your spend amount. As mentioned above doing proper research and properly preparing a solid negative keyword list can greatly enhance your campaigns performance. These are good tips.
You should definitely use the daily budget to reduce over spending when you are using SEM or PPC advertising. I think it is best to monitor each month and each day. You should be able to determine what days of the week you have a higher click through rate. I would set my daily budget higher on those days. If you are going to run an ad campaign you need to make sure that you monitor your daily and monthly budget at all times to make sure you are maximizing on your ROI.