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Raised budget, dropped clicks?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

What does it mean when you raise your budget but your clicks remain the same?

 

I raised the budgets on all of my campaigns. While some had more clicks, it wasn't by many. And a lot of the campaigns even had less clicks. They had about the same amount of impressions. Why?

2 Expert replyverified_user
Marked as Best Answer.
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Accepted by MosheTLV (Top Contributor)
September 2015

Re: Raised budget, dropped clicks?

Top Contributor Alumni
# 2
Top Contributor Alumni

It may be that your campaign was already getting as much traffic as existed.

 

It's more likely, though, that quality or ranking factors might be limiting your campaign.

 

Access to traffic is tricky--there are two key things to consider. The first is whether or not your ads are even being allowed to compete in ad auctions (low keyword quality scores can cause restrictions) and whether or not your ads are actually winning ad auctions (ad rank is the key factor here).


Theresa
Google AdWords Top Contributor
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Re: Raised budget, dropped clicks?

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

My ads pretty much all have a QS of 10 and are ranked between 1-2 (though most are 1). So do you suggest pulling back on the budget for those campaigns and applying that $$ to others?

Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
September 2015

Re: Raised budget, dropped clicks?

Top Contributor
# 4
Top Contributor

Hi Steph, there's a couple of columns you can make active in your AdWords interface that'll allow you to see whether you're already using up all the available traffic, as Theresa has suggested.

 

Pick the Campaigns tab so you can see all your Campaigns in the main window, then hit the "Columns" button in the second row menu above the graph.  Click "Customise Columns" then choose "Competitive Metrics".


Depending upon the type of Campaign(s) you're running, any and all of the Search and Display options there could be useful, although from the sound of things you'll want to look at Search Lost IS (Budget) and/or Display Lost IS (Budget) as these are the ones that'll really tell you if an increase in budget might help.

 

You can apply the budget more efficiently to the Campaigns with a higher lost share but don't forget to also gauge their conversion rate/efficiency.  

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: Raised budget, dropped clicks?

Explorer ✭ ✭ ☆
# 5
Explorer ✭ ✭ ☆

>> What does it mean when you raise your budget but your clicks remain the same?

 

It just means that your budget was fine where it was. You were targeting all the potential searches of your keywords.

 

If there's 1000 searches a day for your keywords and you get a 5% CTR at $1 CPC, you'd be spending $50 a day PROVIDED your budget was at least that high. If your budget was just $25, you'd get only half the potential clicks.

 

You were budgeting for $50 or more and targeting 100% of searches. Increasing that to $100 does not increase the number of people searching your keywords or your click rate and thus the number of clicks. But you may need to increase the budget if you paid more per click or improved your click rate.

 

As Jon suggested, take a look at your impression share numbers. They are likely near 100%.

Re: Raised budget, dropped clicks?

[ Edited ]
Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭

Wow. So the campaigns in question actually have a 0% Search Lost IS budget, but they have the highest % Search Lost IS rank in the campaign. So do I just need to adjust the ads and/or keywords?

Re: Raised budget, dropped clicks?

Explorer ✭ ✭ ☆
# 7
Explorer ✭ ✭ ☆

You should always check and refine your keywords to get more relevant/quality impressions and clicks. You should also always test new ads to get your click rate higher. That will help you rank higher as your QS improves.