Budget limits mess with your campaign priorities in Google Shopping

budget-limits-mess- with-campaign-priorities

Trouble because of limited budgets in Google Shopping?

Recently, some of our users ran into trouble because of limited budgets in Google Shopping that basically broke their, and our, efforts to direct the traffic for their ads into campaigns with different priorities. For this reason, we’ve decided to discuss a simple, but useful step in dealing with budget limits in connection with campaign priorities today.

 

Let’s look at the options at our hands in Google AdWords

Before we start, let’s look at the options at our hands in Google AdWords: You can either go for a daily budget assigned to an individual campaign, or for a shared budget that allows you to manage budgets across a number of campaigns.

Most of the time it makes sense to control your campaign at the smallest possible level using individual budgets for individual campaigns. However, if you work with different campaign priorities, you are likely to run into trouble. Let’s talk this through quickly:

Let’s say you work with the three campaign priorities high, medium and low, whereby you catch product-specific search queries in the low priority campaign, your brand-specific ones in a campaign with medium priority, and your high priority campaign receives all generic search queries.

Campaign priorities and limited daily budgets in Google Shopping that work
Campaign priorities and limited daily budgets in Google Shopping that work

What happens if your generic campaign (the one with the highest priority) runs out of budget? Google will try to direct the traffic to the campaign that is one priority level lower than the campaign that has already used up its budget. In our case, this would be your brand campaign. Obviously, this lifesaving mechanism for your ads breaks your carefully planned campaign priority structure altogether.

 

Generic campaigns running out of budget
Generic campaigns running out of budget

Campaign performance will suffer

Bids in the brand campaign are typically higher, so your generic traffic will suddenly come with a brand traffic price tag.

Since valuable brand traffic is typically on the more expensive side, your brand campaign could run out of budget even faster than your general campaign. In this case, all traffic would be diverted to your campaign with the highest bids: the products campaign. What a mess.

How to solve this?

If you prefer to use budgets for individual campaigns, you could assign an almost unreasonably high budget amount to that campaign. Simply put in some money that would work like a cushion.

Risky Solution
Risky Solution

If you are not willing to risk spending all of the budget, there is still option number two:
You could also use a shared budget in Google AdWords to solve this problem. By using a shared budgets for all the campaigns in your priority setup, you don’t run the risk of having your campaign priorities sidestepped.

Recommended Solution
Recommended Solution

When you set up a shared budget, select your high, medium and low priority campaigns. Then assign a shared amount that is well above the budget you expect to spend per day.

Using shared budgets is a simple, yet elegant way to keep your campaign structure alive and the budget for all campaigns flowing. We have come to prefer this solution and see it as the safer one. However, if you prefer having a tighter grip on individual campaign budgets, raising the budget could still be an option.

 

Need more information about our Google Shopping Module? Check out our Features.

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