How to manage your PPC budgets with Adalysis — Transcript

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1. 0:00analysis has several tools that will
2. 0:02make managing your budget and watching
3. 0:04your budget pacing very easy for you.
4. 0:06So, at a high level, you can see how
5. 0:08you're pacing across your accounts. If
6. 0:10you're overpacing, underpacing, or on
7. 0:12target, you can set up automated budget
8. 0:15management at the account or campaign or
9. 0:18multic campaign level. Then, for each of
10. 0:20those multiple campaigns, you can see if
11. 0:23you're overpacing, underpacing, or
12. 0:25pacing appropriately.
13. 0:27You can also enable the account or
14. 0:29campaigns to be automically paused when
15. 0:31they hit their budget. Now, if you have
16. 0:33budget boost opportunities or raising
17. 0:35your budget will get you more
18. 0:37conversions, you can examine those
19. 0:39charts and choose your new budgets. You
20. 0:41can also manage custom budgets, which
21. 0:43are budgets on non-standard time frames.
22. 0:46When we want to manage our budgets in
23. 0:47more detail, we can drill into the
24. 0:49account.
25. 0:51Within a specific account, you have
26. 0:53several options for managing budget. At
27. 0:55the first level, you can use the monthly
28. 0:57target to set your pacing. This is where
29. 1:00you can add your number up of what you
30. 1:02want to spend that month. And then we'll
31. 1:03show your pacing chart. This won't make
32. 1:05any changes to the budgets within your
33. 1:07account. Now, if you want budget
34. 1:09suggestions, and you can say show
35. 1:12recommended campaign budget changes,
36. 1:14choose your goal. What do you want to
37. 1:16accomplish in the account? And is there
38. 1:18a maximum amount you want your budgets
39. 1:20adjusted? Then you can calculate the
40. 1:22adjustments. If you want any one
41. 1:25campaign to have a minimum value,
42. 1:27meaning we'll never lower below that
43. 1:29amount or a max value, you can define
44. 1:31min and max values. And then if you're
45. 1:34happy these numbers, you can apply these
46. 1:35to your account and this will change
47. 1:37your budget. Now, once you have your
48. 1:40monthly budget target set, you can also
49. 1:43define what you want to pace in upcoming
50. 1:46months and that way you can
51. 1:47automatically have any budgets adjusted
52. 1:50based upon future spends. Now if you
53. 1:53have future budgets defined then you can
54. 1:56also manage rollovers meaning what
55. 1:58happens if you underspent or overspend
56. 2:02should this amount be rolled over until
57. 2:04the following month. So you can overroll
58. 2:06underspend and overspend or only
59. 2:08underspend. You also can roll over the
60. 2:10entire amount or only roll over up to a
61. 2:13maximum of a particular amount. Then you
62. 2:15get notifications via email if you want
63. 2:17to see what those numbers are. Now your
64. 2:21next option is to turn into automated
65. 2:23management. Now with automated
66. 2:25management, we will change budgets based
67. 2:28upon your goals and attempting to hit
68. 2:30your budgets. Now with our budget
69. 2:33system, one of our goals is to reach the
70. 2:3530th of the month. So if Google severely
71. 2:38overspends early, then we'll lower your
72. 2:41budgets to try to make sure you still
73. 2:43have budget by the end of the month.
74. 2:44Conversely, if Google vastly underspends
75. 2:47early, then we want to raise budgets to
76. 2:49make sure that you are going to hit
77. 2:50them. So, when you turn on automated
78. 2:53management, you'll again choose a goal.
79. 2:55What are you trying to accomplish in the
80. 2:57account? Now, as we're adjusting
81. 2:59budgets, is there a maximum value that
82. 3:02you don't want us to adjust above or
83. 3:04below? What's the largest change anyone
84. 3:07day can bring? Now, when you use a max
85. 3:10budget adjustment, this can help your
86. 3:12campaigns from going back into a
87. 3:13learning phase where if you have a large
88. 3:15budget adjustment, sometimes your
89. 3:17campaigns will reenter a learning phase.
90. 3:19Now, if you set a max budget adjustment
91. 3:22and then you severely overspend early in
92. 3:25the month, we may not be able to
93. 3:27actually hit your budgets because we're
94. 3:29capped at how much we can change, which
95. 3:31is where there's a couple other features
96. 3:33you can use to get notified if that's
97. 3:35happening. Now you can also set it so
98. 3:38that we only change budgets on certain
99. 3:39days of the month. Then you can go ahead
100. 3:41and adjust these settings and save it.
101. 3:44And then based upon those your goal and
102. 3:47what your settings are, then we'll
103. 3:49automatically manage your budget over
104. 3:51the course of month. You can always see
105. 3:53a log of all the changes made to your
106. 3:55budget. Now you can also use auto pause,
107. 3:58meaning when a budget hits its cap,
108. 4:01automatically pause that account or that
109. 4:03campaign. Now, we check budgets hourly.
110. 4:07So, if you hit a budget within the
111. 4:09middle of an hour, you may be slightly
112. 4:11over. So, some people want to pause
113. 4:14their budget when they've reached 98 or
114. 4:1699% of their budget in case that last
115. 4:18hour would exceed their budget. And
116. 4:21then, if you have campaigns
117. 4:22automatically paused at a budget cap,
118. 4:24you can then have them automatically
119. 4:26reenabled the following month. Now,
120. 4:28using the autop settings is a nice
121. 4:30safeguard so that if you have a max
122. 4:33budget cap set or we can only change
123. 4:35budgets by a certain amount and you
124. 4:36severely overspend and we can't lower it
125. 4:38fast enough, this will ensure you don't
126. 4:40overspend for the month. Now, if you
127. 4:44want additional alerts about overpacing
128. 4:46or underpacing, you can configure
129. 4:48individual pacing alerts. You can also
130. 4:50configure spend alerts. So maybe you
131. 4:53want to know when you're at 90% of your
132. 4:55budget so that you're watching to make
133. 4:57sure you don't overspend or if you are
134. 5:00underspending by 50% from you know this
135. 5:02middle of the month onwards. You might
136. 5:04want to know that to see what
137. 5:06manipulation you can do to your budgets
138. 5:07to hit your overall budget goals. Now
139. 5:10this can be done at the account level.
140. 5:12It can also be done at the budget group
141. 5:14level. So when you make a budget group
142. 5:17you're going to choose is this for
143. 5:18pacing purposes? Meaning we're not
144. 5:20changing budgets. We're just watching
145. 5:22your pacing or is it done for allocation
146. 5:25purposes? Meaning we can automatically
147. 5:28manage that budget. So here you'll name
148. 5:30your budget group and then you can
149. 5:32choose what campaigns you want. So you
150. 5:35could choose it by labels, you can
151. 5:36choose it by names or campaigns and
152. 5:39create a group. Now with pacing,
153. 5:44the same campaign can be multiple pacing
154. 5:46groups. So for instance, you might have
155. 5:48one pacing group that's all search
156. 5:50campaigns and then a subset of pacing
157. 5:52group that's only your brand campaigns
158. 5:54and watch both search and brand search
159. 5:56pacing individually with allocation
160. 6:00because budgets are being changed. You
161. 6:02can't have the same campaign in multiple
162. 6:04allocation groups. Now you have the same
163. 6:07options as you do at the account level
164. 6:09where with the allocation you can
165. 6:11automatically have your budget managed
166. 6:13with the exact same features. You can
167. 6:15have auto pause enabled and your alerts.
168. 6:18So the features of the are identical
169. 6:20whether it's the account level or budget
170. 6:22group level. The only difference is with
171. 6:24a budget group, you're putting in one or
172. 6:26multiple campaigns to be managed with
173. 6:28that particular budget as opposed to the
174. 6:30account. Now lastly, you have custom
175. 6:33schedules. This is where you can have
176. 6:35budgets on non-standard time frames. So,
177. 6:38if you have a promotion, maybe you have
178. 6:40an upcoming promotion that you only want
179. 6:43it to run for a limited number of days,
180. 6:46then you can set up a budget only to be
181. 6:48run on those specific days. And then
182. 6:51what happens when that schedule ends? Do
183. 6:54you want to pause that campaign, meaning
184. 6:56it was really only a short-term
185. 6:57promotional campaign, or leave it the
186. 6:59same as it was during the schedule? And
187. 7:01then for the budget number itself, do
188. 7:03you want to keep it the same as what it
189. 7:05ended at, or do you want to reset to
190. 7:07what the budget was before that
191. 7:09promotional period went into play? Now,
192. 7:11additionally, with your budget, if you
193. 7:14want to see performance charts about how
194. 7:15you're spending, you can graph that data
195. 7:17out. If you have performance boost,
196. 7:20meaning if you raised your budget, what
197. 7:22would be the potential for new
198. 7:23conversions and what would they cost?
199. 7:25You can see those charts. You can also
200. 7:27just edit your daily budget. Now, if you
201. 7:29have a budget and you're in the middle
202. 7:31of the month and you want to calculate
203. 7:32what your value should be for the rest
204. 7:33of the month, easy calculator to set
205. 7:36your what your budgets need to be to hit
206. 7:38a certain number based upon the na
207. 7:40number of days currently in the month.
208. 7:42Then, if you're using automated
209. 7:43management, you can easily override the
210. 7:45same minmax values as you would when you
211. 7:47set up the management. You can also use
212. 7:49a daily stop, meaning when a campaign
213. 7:52hits its budget, stop it for the day,
214. 7:54and resume it the following day. And
215. 7:56when you use a daily stop, you'll have a
216. 7:58very consistent dayover-day budget being
217. 8:01spent. But if you severely underspend
218. 8:04multiple days in a row, then you might
219. 8:05not be able to hit your budget by the
220. 8:07end of the month. If you're managing a
221. 8:09lot of budget groups, the ability to
222. 8:12upload and download your budgets by a
223. 8:13spreadsheet. And if you have a lot of
224. 8:15accounts, you can also update your
225. 8:17budgets for all the accounts at once
226. 8:20based upon that spreadsheet. And then by
227. 8:22using a combination of pacing, automated
228. 8:26management, auto pause for safeguards,
229. 8:29and additional alerts, you can make sure
230. 8:32that your budgets are being monitored
231. 8:34and managed appropriately.