Why Isn’t My Campaign Spending Its Full Budget?
Situation: You’re reviewing your Google Ads campaigns and you notice that your not spending as much as you want to be. Your budgets are set to spend $100 per day, but you’re only spending $50. Why aren’t we getting more clicks and impressions if there are more searches we could be serving ads for? What’s preventing Google from serving our ads?
If you’re noticing this happen in your Google Ads campaigns, there are a number of factors that could be at play. By taking the steps below, you’ll be able to get those campaigns going again.
Search Volume
First, let’s just make sure it’s not a search volume issue. Are you already hitting over 90% impression share? If so, there might not be enough search volume to spend as much money as your budget allows. If that’s the case, there are a few things you can do to spend more of your advertising budget.
Solutions:
Consider adding more keywords or utilize looser match types (like broad or phrase).
Consider shifting budget away from the campaign not spending its full budget to another that is currently constricted by budget.
Bidding Strategy
Setting bid strategy targets (like target ROAS or target CPA) too high is often the cause of underspent budget. When you set your target higher than Google thinks it can perform, it reduces how much it spends to be closer to achieving the target.
Solution: Decrease your targets to a level closer to historical performance so it’s easier for the campaign to achieve. Look at the last 30 days of performance to determine this. If you’ve been performing at a 1.5 ROAS, then you need to set your target closer to that and slowly increase as more budget is used and performance improves. You can also switch from a target strategy to a maximize strategy (ex: max conversions instead of tCPA), which by definition is meant to spend your full budget when possible.
Relevancy and Expected CTR
Take a look at your quality scores and user journey. Are you providing an ad that speaks to the user’s query with relevant copy and sends the user to a solid landing page experience for that query? If Google doesn't believe you’re a good result to help this user, your ad won’t serve as often as it could.
Solutions:
Review search queries to make sure you’re serving for the right types of queries
Perform searches for the keywords in this campaign to see what is serving. Do your ads align with the intent of that search and the other content showing up? If not, consider whether this keyword makes sense to bid on at all, or whether your ad copy needs to be refreshed.
Update ad copy to include your top search terms and entice the user to click
If you’re experiencing issues with your campaigns not serving as often as you think they should and you want to get more traffic to your website, reach out for a free consultation to see if Clicks By K can help!
