How to use Google Ads Budgets and Shared Budgets

Your daily budget is the average daily amount you want to spend for each campaign. It specifies the rough amount you are happy to spend each day over a month. Your daily budget can be edited at any time. They can be set at the campaign level, or across multiple campaigns (Shared Budget).

Google optimises your campaign spend for days of the month when you are more likely to get clicks and conversions. This means that some days you might not spend your daily budget on some days but on others, you may exceed it.

Even though your campaign spend might vary, you will never pay more than:

  • Your daily spending limit (two times your average daily budget for most campaigns) on any particular day.
  • Your monthly spending limit (30.4 times your average daily budget for most campaigns) in any particular month.

Deciding on a daily budget

Choose a daily campaign budget based on your advertising goals and the average amount you are comfortable spending daily.

If you are unsure what budget to set, the Performance Planner tool helps you optimise budgets across existing campaigns. You can also set your max Cost-per-click (CPC) to keep within your budget.

If you have a monthly advertising budget, divide this by 30.4 to get your daily budget.

Shared campaign budgets

A shared budget is a single daily budget shared by several campaigns. Shared budgets streamline your budget control across campaigns by automatically allowing the budget to reallocate between campaigns. This will enable you to avoid campaigns limited by budget and improve campaign performance.

It is advisable to implement shared budgets along with portfolio bidding strategies. This will allow you to be as efficient as possible with your total budget and bid strategies on campaigns with the same goals.

Benefits of shared budgets:

  • Save time. Budgets can be shared and automatically allocated across a group of campaigns as required
  • Improved budget Allocation. Allows your overall marketing budget to distribute between campaigns freely.
  • Maximise performance and ROI. When used with portfolio bid strategies, shared budgets can be utilised most efficiently across campaigns with similar goals. This allows you to maximise your Return on Investment (ROI).



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