Increase market share

Be Always On

Overview

Don’t limit your maximum potential by setting daily budgets – instead, take all profitable conversions.

Searches for your brand and products don’t happen in line with your marketing plans, but take place throughout the day and night, whenever your customers are seeking assistance. If you have capped budgets within your Search account, your ads can go offline when valuable customers are searching for you, your brand or your products. And if they aren’t seeing your ad and clicking through to view your content, they may well be doing so with your competitors.

When you’re trying to increase volumes of impressions, clicks, sales or revenue, a common approach is to try to improve efficiency. The lower the cost per click, the more clicks – and therefore the more sales you’ll get for the budget you have. It’s logical, and we have a host of products and features to help you increase efficiency within your Search activity.

The best way to control spend is by only paying for clicks that are available at the right cost per click to make sure they cost in to your planned cost per conversion. You can do that by setting the right bid price for those clicks, and by not limiting the budget you’re then spending on those clicks. This way, you’re taking all of the available profitable clicks and maximising the opportunity of Search.

A common challenge is that marketers can be restricted by a budget allocation process. The budgets come first, and then the effort is focused on delivering as many clicks as possible within the given budget. However, if the cost per conversion or cost per click comes first in your planning, you can take all of the profitable clicks available to you without hitting a budget cap and effectively going offline.

A Google Search results page is like your digital shop floor. If you limit your appearance by having less budget than the opportunity permits, you’re not taking all available profitable conversions. Take a value-first approach to Search to maximise the opportunity for your business.

Key takeaways

Don’t limit your maximum potential by setting daily budgets – instead take all profitable conversions.

Set the appropriate bids for your target conversion value, and then maximise conversions by not losing impression share to budget. Focus on bids, not budgets.

Next steps

  • Clear KPIs

    Make sure you have clear KPIs for your Search activity so you can value it appropriately and plan your activity value-first. How much are you willing to pay for a conversion and therefore a click?

  • Review campaigns

    Review your campaigns and check out the impression share you’ve lost to budget to understand the opportunity that remains. In the recommendations tab of Google Ads, you can also spot any budget-related performance uplifts we have identified.

  • Identifying budget limitations

    Work with your Google team or use Performance Planner to identify areas of your account with budget limitations and understand the potential of the auctions you are invested in.

  • Best practice

    Don’t forget how important best practices are in getting the most out of Google Search. Consider machine-learning-powered Smart Bidding to enter the very best auctions based on your goals.

  • One

    Clear KPIs

    Make sure you have clear KPIs for your Search activity so you can value it appropriately and plan your activity value-first. How much are you willing to pay for a conversion and therefore a click?

  • Two

    Review campaigns

    Review your campaigns and check out the impression share you’ve lost to budget to understand the opportunity that remains. In the recommendations tab of Google Ads, you can also spot any budget-related performance uplifts we have identified.

  • Three

    Identifying budget limitations

    Work with your Google team or use Performance Planner to identify areas of your account with budget limitations and understand the potential of the auctions you are invested in.

  • Four

    Best practice

    Don’t forget how important best practices are in getting the most out of Google Search. Consider machine-learning-powered Smart Bidding to enter the very best auctions based on your goals.

Resources