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More Money, More Problems: Managing Budgets For Ads
Charlotte Knight, Paid Media at Seventy7.
Charlotte KnightPaid Media Manager

We’re in the thick of the yearly seasonal ads and marketing tactics. You may be thinking you want to ramp up your budgets in Meta Ads and Facebook Ads to account for increased CPMs, CPCs and high competition against other advertisers. However, increasing your budgets too quickly could be harmful and you could end up seeing lower conversions.

Thinking simplistically you would assume that by increasing your budgets, you would be seeing more and more results. However, this is not always true.

It's essential to use the correct methods to increase budget effectively, creating a campaign which is actively giving you good ROI. Changing your budget too quickly will cause the algorithm to need more time to learn about the ad’s performance. Which is why it is important to test and scale slowly.

If you’re wanting to increase your budget this holiday season, our Paid Media Manager is here to give you the best ways to do it successfully.

6 tips to Increasing Budget Effectively for a Successful Campaign

Performance Analysis

Before increasing your budget, thoroughly analyse the campaign's performance metrics. Identify which elements contribute the most to the positive ROI. This could be specific audiences, ad copy, or ad creatives. You should always be A/B testing different audiences, messaging and ad creatives and using the data from these tests to identify which elements are driving the best results. Focusing on what's working ensures that your budget increase is allocated to the most effective areas.

Incremental Increases

Rather than making significant jumps in your budget, consider incremental increases. Monitor the impact of each increase on performance. Gradual adjustments allow you to gauge how the campaign responds to changes in budget and make data-driven decisions.

Seasonal Considerations

Some campaigns may experience fluctuations in performance based on the current time of year factors. Adjusting your budget to accommodate for these variations can optimise your ROI during peak times.If you plan to increase your budget during a specific period, make sure you've done market research to understand the scale of demand for your product or service. 

Expert tip: A quick way to get an idea of seasonal fluctuations is to use Google Keyword Planner and look at the monthly search volumes for keywords related to what you're selling.

Ad Scheduling Optimisation

Review your campaign's ad schedule. If certain days or hours consistently yield better results, allocate more budget to those high-performing periods. This helps maximise your campaign's impact during the most opportune times.

Geo-Targeting Refinement

Refine your geo-targeting settings based on performance data. If certain locations are generating a higher ROI, allocate more budget to those regions. Conversely, consider reducing budget in areas that are not contributing significantly to your campaign's success.

Audience Expansion

Explore opportunities to expand your target audience without sacrificing relevance. This could involve testing new demographics, interests, or behaviours. As long as the data supports positive ROI, expanding your audience can be an effective strategy for budget scaling.

4 Simple Things to Keep in Mind While Scaling a Google Ads Campaign

Keyword Expansion and Match Types

Identify high-performing keywords and explore variations or additional relevant terms. Expand your keyword list carefully and adjust match types to capture a broader yet still relevant audience.

Ad Copy Testing

Continue to test and optimise your ad creatives. A/B testing different ad copies allows you to identify what resonates best with your audience. This optimization can positively impact your click-through rates and Quality Scores.

Landing Page Optimisation

Ensure that your landing pages are aligned with your ads and provide a seamless user experience. A well-optimised landing page improves the user satisfaction and allows users to gain more information about the product or service which will push them to convert.

Monitoring and Analytics

Regularly monitor campaign performance using Google Analytics and other relevant tools. Stay informed about changes in key metrics and be prepared to make data-driven adjustments to your campaign strategy as needed.

Remember, successful campaign scaling requires a strategic and data-driven approach. Continuously analyse performance metrics, test new strategies, and adapt to the evolving landscape to maximise the effectiveness of your ad campaigns.

Finding it hard to increase your budgets and still run a successful campaign? 

Have a chat with our Paid Media Manager to see how we can help you tackle the issues that are holding you back.

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