Follow This Simple Rule To Run Cost-Effective Ads
When DAILY COSTS EQUAL DAILY BUDGET,
Google is NOT RUNNING ADS EVERY TIME
even when your Cost Per Click Bid is high enough to run your ads.
Because you're running out of Daily Budget during the day.
Decrease Bids or increase your Daily Budget.
Why Run Ads Every Time?
Control costs for single search Keywords using Bids
Don't let some Keywords deplete your Daily Budget
Before other Keywords can run > You can't control costs.
You selected Max CPC Cost Per Click Bids in Settings
>>> So Google can never charge you a higher Cost Per Click.
You created each Ad Group with single search Keywords
>>> So you can Bid on single Keywords
Bid On Each Ad Group to Balance These Factors
Control Monthly Costs and Cost Per Click for each of your single keywords.
How much money do you make on each product sale?
Take advantage of bargains created by actual Competitor Bidding in the last 30 days.
Move monthly spend to search Keyword Ad Groups that make the most money.
$100
Is It Better to Pay $10 Per Click for 10 Ads
Or Pay $1 Per Click for 100 Ads?
Google research found that the percentage of people
who buy product after they click on an ad,
Depends on what the ad says,
NOT which Ad Position the ad ran on the Google search results page.
Your Best Deal
run more ads = more sales for the same budget.
Run some ads at lower Ad Positions on the Google search results page
which have a much lower Cost Per Click than Ad Positions #1 and #2.
If Impr (TOP) % = 60%
Your ads run almost every search at a much lower Cost Per Click.
>>> You're taking advantage of precise Competitor Bidding data in the last 30 days.
Yes, you'll get a few more clicks running only in Ad Positions #1 and #2,
>>> But those expensive clicks don't convert to sales more often and they burn your budget.
Google Makes More Money
When advertisers compete for top ad positions with a very high Cost Per Click.
Advertisers burn through their Daily Budget in a few hours, making room for other advertisers to burn through their Daily Budgets.
Google promotes "optimizations" that have taken over most advertisers' MAX Cost Per Click Bid.
For most Keywords, running ads in #1 position costs a fortune.
>>> Your money is be better spent running ads for all your keywords at Impr (TOP) % = 60%.