One PPC Budget to Rule Them All

If you wanted to set up a Google AdWords Account with 3 Campaigns, and had 1 monthly budget that you were willing to spend across the account, then you would have to divide the monthly spend 3 ways (most likely not equally) between the 3 Campaigns. As the month goes on, 1 Campaign might max out its budget early, while another might not even come close to exhausting its budget. The month ends, and you only spent 2/3 of your monthly budget, but the high spending Campaign only ran for half the month and missed several potential clients.

Before the next month starts, you reallocate your budget. Money is shifted away from the lower spender to the higher ones. As the month goes on, the Campaigns and their spend act differently. The spending is reversed, you try to act quickly and adjust the budgets mid-month. However, the month ends and again you fall short of spending your entire budget. Although under budget can be a good thing, we all know it could lead to budget cuts too.