In PPC or pay-per-click advertising, Google Ads shared budgets is a tool that enables Google Ads advertising professionals to allocate a single or certain amount across multiple campaigns within the already specified amount. Rather than setting an individual budget for each campaign, advertisers leverage shared budgets in Google Ads for allocating funds dynamically and ensuring resources where they are needed the most. This approach is crucial while handling various campaigns which have limited resources or overlapping goals because shared budgets offer a flexible way to allocate daily ad spending.
The key benefits of setting up shared budgets
Shared budgets are leveraged mainly by the advertisers while efficiently handling Google Ads. It’s a tool to efficiently manage costs, maximize performance, and reach. By enabling the ad budget flow to campaigns with highest demands, the shared budgets in Google Ads improve cost-effectiveness and make managing the budget a less-time consuming task.
Shared budgets are a flexible approach for managing budgets - valuable for businesses with overlapping campaign goals, seasonal peaks and variable demands.
Let’s look at some of its key benefits:
- Aligns well with goals – Shared budgets in Google Ads are crucial for campaigns that have similar goals, like increasing brand awareness across various products. This type of budget ensures that each campaign gets the funds needed for achieving shared objectives.
- Offers better flexibility – Ad demands and campaign performances fluctuate throughout the seasons and even throughout the day. Shared budgets enable fluid adjustments by automatically distributing the funds where they can be used most effectively based on real-time performance.
- Facilitates efficient time management – Shared budgets minimize the requirement of frequently adjusting total budgets manually across single campaigns, which makes it easier to manage the PPC strategy.
- Facilitates effective budget allocation – Rather than having separate daily budgets for each campaign, shared budgets in Google Ads facilitate fund for shifting towards high-performing campaigns that help in avoiding overspending on the low performance campaigns.
Challenges faced by advertisers with shared budgets
Shared budgets offer various benefits, but they are not always ideal for PPC strategies, Take a look at the most common cons of shared budgets in Google Ads:
- Risk of overspending – When one of the campaigns are performing well, shared budgets can quickly allocate the entire budget amount towards it and leave the other campaigns with no funding. This is not at all an ideal situation given the fact that the other campaigns, too, carry importance.
- Risk of underperforming campaigns in wasting ads – If the campaigns are not performing well, advertisers can end up wasting some more amount of the budget on those instead of pausing them and figure out why the ads are not performing.
- Little to no control on the budget – With shared budgets, advertisers have to depend only on Googe Ads based on the performance. This means that they cannot manually adjust the budget for each campaign.
To avoid making such mistakes with shared budgets in Google Ads, we bring you
The best practices for conducting successful shared budgets management
To efficiently use shared budgets in Google Ads needs a thoughtful approach that ensures campaigns to perform optimally. Here are some of the best practices that you can follow:
- Set alerts – Google Ads allow setting customer alerts. Advertisers can set up notifications for tracking ad spend on a daily basis and flag any anomalies in the budget – monitoring performance drops or unexpected changes.
- Align with PPC goals – Marketers have to ensure that the shared budgets strategies align with the broader PPC goals. When specific campaigns require higher priority of budget, a dedicated budget stands out than any shared approach.
- Data-powered budget adjustments – Begin with a conservative shared budget and adjust it overtime based on the data of actual performance. When certain campaigns outperform others consistently, tweak the shared budgets in Google Ads for favoring high-performing campaigns.
- Regularly monitor the performance – Monitor the individual campaign performance for ensuring that the shared budgets are being well allocated. Yes, shared budgets do save time, but periodic reviews are crucial to keep the best allocation of budget.
- Go with similar campaigns – Apply the shared budgets to campaigns which target the similar demographics, goals, regions of audiences. For example, campaigns that promote products with the same category may seem to be a great match for shared budget.
Shared budgets in Google Ads: Examples of use cases
Shared budgets are crucially useful in a few PPC scenarios. Below are some examples that illustrate when they work best:
- New product launch across various campaigns – While launching a new product, a tech company can run different campaigns that target brand awareness, social proof and/or direct purchases. With shared budgets in Google Ads, each campaign benefits a lot from the similar pool of funds that automatically get adjusted based on demand.
- Local campaigns with common targets – A restaurant chain might have campaigns that target different locations in the same city. A shared budget allows the funds to get adjusted to the areas that experience higher demand, so that the budget allocation runs in line with real-time interest.
- Seasonal campaigns – During peak seasons, retail businesses may run various holiday-centric campaigns that target different categories of product. With the shared budget, fund directly flow towards the ones that experience the most traffic or conversions – thus optimizing the ad spends all along the season.
Shared budgets in Google Ads – steps to set
Setting up shared budgets in Google Ads account is direct and easy. Here’s how you can do it in these simple three steps:
Move to Shared Library option that is located on the left-side menu. Click on Shared budgets and click in the blue ‘+’ icon for initiating a new shared budget.
Select campaigns that you intend to include in the shared budgets in Google Ads.
Define the budget amount, just like any individual campaign.
You may revise the campaigns that are included in the shared budgets at any time of need by revisiting the process from the same menu. You may also opt out of, or opt in the campaigns as and when needed.
In case you want to adjust the amount of shared budget later, you can definitely do that from either budgets sections or straight from campaign tab. You have to click on the budget editor for the campaigns that are already using shared pool.
When should advertisers use shared budgets in Google Ads?
There are various scenarios where shared budgets can prove to be effective particularly, like:
When you need account level flexible budgets
If your account setup settings enable all your campaigns to draw from a single communal budget, you will not be needing strict spending restrictions in individual campaigns because shared budgets would be the better fit.
When you need to segmentize budget based on the segments and not on campaigns
In certain account structures, various campaigns represent some specific segments that are to be managed by shared budgets in Google Ads. Two of such examples are offer types and geographical divisions.
For instance, your campaigns are divided by country, but you somewhat manage to spend at the regional level.
From the product angle, you may segmentize the distinct budgets to evergreen campaigns vs new product launches. All of your launch-focused campaigns can be included under the single shared budget, while the core campaigns may fall under the separated shared pool or retain individual budgets.
When you are combining portfolio bidding with shared budgets
One of the most robust strategies that we, at Proquantic Software UAE, have observed and followed, is pairing portfolio bidding with shared budgets in Google Ads.
Portfolio bidding is similar in many ways to shared budgets – enabling the advertisers to segmentize campaigns under a single bidding strategy. This shares performance insights and enables the campaigns to adapt, in real-time, to optimize as per business goals.
When portfolio bidding and shared budgets are clubbed backed by a sufficient volume of conversions, Google can allocate both bids as well as budget based on the predicted performance. This set up is not only efficient but also effective.
Need help with shared budgets in Google Ads?
Choose Proquantic Software as your partner for share budgets management
When it comes to making every Dirham or Dollar of your Google Ads Spend count, Proquantic Software stands out as a trusted expert in managing shared budgets. Backed by decades of experience in PPC strategies optimization and with a profound idea of the campaign dynamics, our digital marketing and PPC marketing teams assure that the budgets are optimally distributed across campaigns and generate maximum ROI.
Running a geo-targeted campaign or multi-service ads? Proquantic will use data-driven decisions so that you get the most from your Google Ads account.
Here’s why you can trust us:
Hire our Google-certified experts who will be dedicated to improving your lead quality and ad efficiency.
Custom PPC strategies that are aligned with your unique business goals.
Transparent reporting as well as communication on budget performance and actionable insights.
Intelligent integrations with bidding strategies that will avoid wasted spending in your shared budgets in Google Ads.
Real-time analysis and adjustment of budget allocation across all campaigns.
Conclusion
Shared budgets in Google Ads make a smart way of efficient distribution of ads spent across various campaigns. When leveraged strategically, the tool, as mentioned before, reduces manual effort and prevents underutilization in alignment with the overall goals of marketing. Whether you are managing various services under a single account or managing a small business, shared budgets in Google Ads will drive better performance by streamlining PPC management – especially when it is handled by experienced google ads performance marketing service experts, like Proquantic UAE.
