Google AdWords has just announced a new shared budget feature that will allow marketers to match AdWords spending with marketing budget across multiple campaigns. Google claims the update will save marketers time while also improving their AdWords results.
The article gives the example of a marketer who has three separate AdWords campaigns and a daily budget of $100. With shared budgets the distribution will vary based on the success of a particular campaign; if the top selling campaign doesn’t use its allotted spend, Google will allocate it elsewhere. In the past, a marketer with multiple campaigns would have to continuously check and adjust individual campaign budgets throughout the day, but, with the shared budget feature, the campaigns will automatically be adjusted based on the number of impressions and clicks received.
In response to AdWords’ shared budgets, Steven Wells, Managing Partner at KoMarketing Associates, LLC, stated “Dynamic budget distribution isn’t anything new for agencies. We’ve used automated processes for dynamic budget allocation for years, but we based the distribution to marketing source on ROI, not just spend.” With shared budgets, AdWords will push any remaining spend from the campaigns into other areas to make sure the budget has been completely fulfilled. Whether a campaign performs well or not on a particular day Google wants to ensure campaign dollars don’t go unused.
This update will allow marketers to set campaign budgets without continuously updating them, ultimately making it easier to match AdWords spending with overall marketing budget. This ease of use could make marketers more efficient with their time while also boosting AdWords results.