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How campaign keywords work when budget is limited?

Explorer ✭ ✭ ☆
# 1
Explorer ✭ ✭ ☆

Hi,

 

When you have set a low daily budget for a campaign with massive keywords within, you'll be reminded the performance will be limited accordingly and ads will be shown occasionally. That's fine Smiley Happy

 

Hereby my question is: How my keywords would be woking under that condition? are they being displayed randomly and evenly, or the keywords with high QS will get more exposure?

 

Thanks!

 

Jason

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Accepted by topic author Jason Zhang
October 2015

Re: How campaign keywords work when budget is limited?

Rising Star
# 2
Rising Star

Hey Jason, how are things?

 

They wouldn't be displayed randomly nor evenly. The keywords exposure will rely on many factors, and Quality Score will be only one of them. 

 

Every keyword have a certain amount of search, meaning that generic keywords such as "car" can have like thousands of queries per month, when keywork like "blue honda civic 2016" can only have a few hundreds. That will be one of the main factors that will affect exposure and budget consumption.

 

If you've limited budget, your campaign shouldn't have massive keywords volume. You would prefer instead to focus on the long-tail ones, which means the more specific keywords for whatever it is that you're promoting, like the "blue honda civic 2016" example. That person already knows what brand, model and color she wants, when the person looking for just "car", she doesn't know the hell she wants.

 

Also, you should combine those specific keywords with a few things:

 

Keywords Matching Options (avoid Broad, and prefer Broad Modifier, Phrase and Exact):

https://support.google.com/adwords/answer/2497836?hl=en

 

Negative Keywords:

https://support.google.com/adwords/answer/2453972

 

Search Terms report:

https://support.google.com/adwords/answer/2472708?hl=en

This is used to discover new keywords to add or to include as negative ones. This report show you keywords searched from users that triggered your ad and generated at least one click.

 

Hope this helps.

 

Cheers,

Leandro Martinez


Leandro Martinez | Basta1Click

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Jason Zhang
October 2015

Re: How campaign keywords work when budget is limited?

Rising Star
# 2
Rising Star

Hey Jason, how are things?

 

They wouldn't be displayed randomly nor evenly. The keywords exposure will rely on many factors, and Quality Score will be only one of them. 

 

Every keyword have a certain amount of search, meaning that generic keywords such as "car" can have like thousands of queries per month, when keywork like "blue honda civic 2016" can only have a few hundreds. That will be one of the main factors that will affect exposure and budget consumption.

 

If you've limited budget, your campaign shouldn't have massive keywords volume. You would prefer instead to focus on the long-tail ones, which means the more specific keywords for whatever it is that you're promoting, like the "blue honda civic 2016" example. That person already knows what brand, model and color she wants, when the person looking for just "car", she doesn't know the hell she wants.

 

Also, you should combine those specific keywords with a few things:

 

Keywords Matching Options (avoid Broad, and prefer Broad Modifier, Phrase and Exact):

https://support.google.com/adwords/answer/2497836?hl=en

 

Negative Keywords:

https://support.google.com/adwords/answer/2453972

 

Search Terms report:

https://support.google.com/adwords/answer/2472708?hl=en

This is used to discover new keywords to add or to include as negative ones. This report show you keywords searched from users that triggered your ad and generated at least one click.

 

Hope this helps.

 

Cheers,

Leandro Martinez


Leandro Martinez | Basta1Click

@Re: How campaign keywords work when budget is limited?

Explorer ✭ ✭ ☆
# 3
Explorer ✭ ✭ ☆

Hi @leandrofm

 

That's super helpful!

 

In conclusion - the best practice should be creating another single campaign for keeping those very specific keywords(long-tailed one) so they can shine.

 

Best,

Jason