Advanced Google AdWords Tips and Tricks
Illustration by Richard Downs

Using shared budgets


From:

Advanced Google AdWords Tips and Tricks

with David Booth

Video: Using shared budgets

As you know by now, budgets in AdWords are typically set at the campaign level. Unfortunately, an organization's marketing budget is typically set up for the whole channel. And with this level of control is certainly helpful once you've got things humming along, as you spin up with more and more campaigns and try to stay within your broader budget constraints, it can be pretty time consuming to try to balance everything out by going in and changing settings in all those campaigns one at a time. Using the shared budgets feature of AdWords can help by letting multiple campaigns share from a defined, broader budget constraint.

Start your free trial now, and begin learning software, business and creative skills—anytime, anywhere—with video instruction from recognized industry experts.

Start Your Free Trial Now
please wait ...
Watch the Online Video Course Advanced Google AdWords Tips and Tricks
56m 54s Advanced Jun 27, 2014

Viewers: in countries Watching now:

Ready to take the next step with AdWords? David Booth presents tips and tricks used by expert practitioners at his company Cardinal Path to improve their AdWords account management, organization, and reporting skills. First, you'll see different ways to use AdWords' labels, filters, and automated rules to improve visibility into your accounts. Agencies and freelancers managing multiple accounts will love learning how to use the My Client Center (MCC) features of AdWords—which provide a unified view of all your accounts in one place. Next, you'll learn how to save tremendous amounts of time with the AdWords Editor, where you can perform bulk edits, get rid of duplicate keywords, and create new campaigns extremely efficiently. Plus, you'll learn about the Auction Insights data, which will help you see how you stack up vs. the competition. Last, we'll dive into AdWords scripts and useful analytics and custom reports for evaluating Quality Score, attribution, and other key metrics and components of your AdWords account.

Subject:
Marketing
Software:
Google AdWords
Author:
David Booth

Using shared budgets

As you know by now, budgets in AdWords are typically set at the campaign level. Unfortunately, an organization's marketing budget is typically set up for the whole channel. And with this level of control is certainly helpful once you've got things humming along, as you spin up with more and more campaigns and try to stay within your broader budget constraints, it can be pretty time consuming to try to balance everything out by going in and changing settings in all those campaigns one at a time. Using the shared budgets feature of AdWords can help by letting multiple campaigns share from a defined, broader budget constraint.

This means that if your boss or your client tells you that you've got $5,000 to invest in testing out re-marketing this month, you can create one shared budget, and then let all your different re-marketing campaigns share those dollars so that you can see what's performing well and what isn't. Or maybe youre a huge multinational, and you have your account organized by geography, with different sets of similar campaigns that target different countries. Your corporate budgets may be defined at the country level, and you can create unique shared budgets for each, allocating it across the associated campaigns.

In this case, the convenience of being able to manage a huge account spend this way might be more important than the benefits of the campaign by campaign granular budgeting. While this concept of shared budgets can certainly be helpful in many situations like these, it's also important to know the disadvantage of giving up the campaign level of control. As your campaigns mature, you'll have a very good idea of which ones perform better than others, and you might find yourself in a position where you don't want your budget to be shared equally across your campaigns. Instead, you might want to spend all that you can on your most profitable campaigns, and spend what you've got left over on the campaigns that don't perform quite as well.

A good best practice is to use this feature when you're either spinning up new campaign groups against defined budgets and you're not quite sure how they're going to perform yet, or when the benefits of easy management outweigh the benefits of granular control. Let's take an example. Say that we're opening up registration to our Cardinal Path training events in five new cities, and I've got $500 a day to spend on marketing all of them. I'm not exactly sure what demand will look like in each of these cities, so rather than splitting up my budget equally and setting each campaign to spend $100 per day, I'm going to create a shared $500 budget and see what happens.

First, head over to the Shared Library and click on Budgets. From here, we'll add a new budget, give it a name and enter in my total of $500 to spread across these campaigns. Next, we'll choose the specific campaigns that are going to draw from that $500 a day. And note that if you want, you can change the ad delivery setting here from an even spread throughout the day, to spending the budget as quickly as you can. Once you're done, click Save. Now, when you launch these five campaigns, if one city is performing really well, it won't be limited by the $100 per day budget that it would have had if I didn't use a shared budget.

Once I let this run for a bit and get some data, I may choose to go back and manage these budgets individually at the campaign level, but you can see how starting out this way can help. Hopefully now, you're thinking about some of you AdWords initiatives that could benefit from shared budgets. And hopefully, this feature can save you some time and give you some added flexibility.

There are currently no FAQs about Advanced Google AdWords Tips and Tricks.

 
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ .

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

* Estimated file size

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed Advanced Google AdWords Tips and Tricks.

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member ?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferences from the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Learn more, save more. Upgrade today!

Get our Annual Premium Membership at our best savings yet.

Upgrade to our Annual Premium Membership today and get even more value from your lynda.com subscription:

“In a way, I feel like you are rooting for me. Like you are really invested in my experience, and want me to get as much out of these courses as possible this is the best place to start on your journey to learning new material.”— Nadine H.

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.