When it comes to Google, it’s no secret that their revenue comes 90% or more from their paid ad platform AdWords. For many companies, their organic SEO rankings that they spent months or even years building are now being outpaced by the paid ads that surround the first page of the world’s most popular search engine. However, recently a major shift happened with AdWords. If you have an online business or do marketing, you need to know about it:
The Shift
There has always been the concept of a daily ad budget in AdWords. This lets companies decide what the max is they are willing to spend on a campaign. The resident AdWords Manager usually does this for you. It prevents you from the surprise of setting a budget of $100 just to find that it went to $500 somehow. However, Google would still allow your budget to be maxed out above that limit, a little over 20%.
Times have changed now. Google has decided they will be able to double your daily budget. That’s right, they can increase it by 100% if they see fit. This means if you set your ceiling at $100, they can bump it up to $200. That’s quite a difference from previous years, and one can assume it’s to allow Google to get even more revenue from their platform. However, if you’re just hearing this news and you work in PPC management services, don’t panic.
How to Cope
Just because Google is raising the limit of what they can charge your account, it isn’t a call for alarm. You are already budgeting the money for it, if you really think about it. Even if Facebook follows suit, you’ll now have the better reason to integrate marketing channels. Plus, Google has expressed intentions of only bumping the traffic if there is a lot of inquiries that day. So it could actually result in more revenue for you in the long run.
Strategies to stay ahead
It can be confusing and hard to run a PPC campaign. This is especially true with Google, who changes their rules and regulations all the time. Luckily one strategy you can use is using a PPC company to help you with your online strategy. Sometimes, spending a little extra can go a long way in getting you what you want. After all, there are novices and then there are experts.
In the digital world of today, the internet rules the kingdom. Google is at the top of the digital marketing space because so much traffic and revenue flows through their platforms. Advertisers that want to cash in have to play by their rules. So when major change like this happen, it shouldn’t be alarming. Instead of worrying, use the advice above to put an action plan in place and simply plan to have more flux in your daily spending. That way, you can avoid missing out on opportunities and get more sales in the long run.
