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Why It's Difficult to Manage Budgets Inside of Google Ads

Kasim explains why it can be difficult to manage budgets inside of Google Ads and how this knowledge can help you pace your budget according to your expectations. He shares how Google calculates your monthly budget with the daily spend you input, what happens when you make a budget change (why it could be the cause of exceeding your monthly budget), and so much more.

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Transcript
kasim:

I wanted to explain why it can be difficult to manage

kasim:

budgets instead of Lord Google.

kasim:

You'll notice this particular campaign.

kasim:

I'm looking at the brand campaign and you can see 9 73 spent Sunday three

kasim:

grand spent Monday 1500 spent Tuesday, 2000 spent Wednesday 1800 spent

kasim:

Dwayne's day 16, Friday thousands.

kasim:

Now here's why I'm bringing this up.

kasim:

Google.

kasim:

Has a limited inventory and the inventory is cyclical in a lot of

kasim:

ways and there's ebbs and flows and spikes and peaks and valleys.

kasim:

And Google's actually done a pretty good job, I think at managing

kasim:

their inventory, they know what they have and when they have it.

kasim:

So when you give Google a daily spend, let's see, give Google a thousand bucks.

kasim:

What they're gonna do is they're gonna multiply a thousand dollars

kasim:

by 30.4 to get your monthly budget.

kasim:

And then they're going to say, great, I'm gonna spend that this month.

kasim:

And so what's interesting is if you're spending 30 grand a month,

kasim:

it's not a thousand dollars a day.

kasim:

It could be $5,000 today and tomorrow.

kasim:

And then it's going to bottom out and Google does that because it

kasim:

has a sense of, okay, well, I have this inventory available to me now.

kasim:

There's a big spike in inventory or whatever, and I'm also guessing, right?

kasim:

Because I don't know how they're all going to this bill, but this is important

kasim:

for you to know because Google is doing this on a month, over month basis.

kasim:

doing this calculation for the next 30.4 days.

kasim:

So when you make a budget change, Google's not averaging that out

kasim:

within the month that you're in.

kasim:

So like right now I'm recording this video on May 25th.

kasim:

Okay.

kasim:

Let's say that I changed my budget from a thousand dollars a

kasim:

day to $2,000 a day on May 25th.

kasim:

Google is going take $2,000 a day, multiply it by 30.4 and then say, okay,

kasim:

this is the budget for the next 30.4 days.

kasim:

Well, I am managing my budget on a month, over month basis,

kasim:

the way that everybody does.

kasim:

But let's say that Google decides to frontline.

kasim:

The increase in budget.

kasim:

Google could spend $20,000 in a day.

kasim:

It's unusual to see spikes that high, but it happens, but it happens.

kasim:

Big spikes happen.

kasim:

I've seen the spike that that's the significant, I don't want to

kasim:

overstate what I'm talking about.

kasim:

They used to have a rule.

kasim:

It was like 300% and then they took the lid off and now it's just like,

kasim:

whatever we decide, whatever we want.

kasim:

So if you make, what I'm saying is if you make a budget change at

kasim:

the end of the month, you could actually find yourself far exceeded.

kasim:

The budget that you've allocated for that month, because you don't know

kasim:

when Google is going to make the expenditures that they're going to make.

kasim:

And what ends up making things a little bit more difficult is you

kasim:

could be in a position to where you don't end up hitting that budget.

kasim:

So, we used to have these rules.

kasim:

We had, we, we tell people, especially with smart shopping, we'd

kasim:

say don't increase your budget any more than 10 to 20% week over week.

kasim:

It's not true.

kasim:

Performance Mexico changed everything and changed everything

kasim:

because Google can go outbound.

kasim:

So there's massive budget increases that are available and accessible to you.

kasim:

That may not impact the quality of your campaigns, but they may

kasim:

which is really frustrating here.

kasim:

So, like one of the questions you'd asked yourself is what's

kasim:

the time lag, meaning when are you going to experience , this change?

kasim:

Where are you going to feel the impacts?

kasim:

If you know, gosh, it takes 60 days before.

kasim:

My outbound traffic really turns into potential inbound traffic.

kasim:

So, the, the impressions, the brand building that I'm doing I'm not

kasim:

going to experience the results from that for 60 days, that knowledge

kasim:

alone should help you begin to pace your budgets, according to your

kasim:

expectations what's the bidding strategy.

kasim:

If you're a target CPA and.

kasim:

You're not spending any more already.

kasim:

It doesn't matter what your budget is.

kasim:

It doesn't matter if you can spend anything because you're

kasim:

there you've hit the ceiling.

kasim:

What day of the month is it?

kasim:

Where are we positioned?

kasim:

I'm trying to think about what else, , what's the account performance.

kasim:

There's other variables that come into play.

kasim:

And so you can increase budgets a little bit more significantly instead

kasim:

of performance max, and you can, instead of other campaigns and accounts, but

kasim:

You have to be cautious and you have to be willing to let Google jump around.

kasim:

Like I just showed him the little screen-share cause it'll bounce

kasim:

all over the place and it'll spend according to what it thinks it

kasim:

needs on a month over month basis.

kasim:

So your daily budget, I guess this is the take home message.

kasim:

And I could have gotten here a lot sooner.

kasim:

Forgive me, your daily budget is actually a monthly budget.

kasim:

It's whatever you've articulated in that day, multiply that by 30.4.

kasim:

And then Google is going to front end or back load, however it chooses necessary.

kasim:

So I hope this is helpful information for you.

kasim:

Appreciate all y'all subscribers.

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