Google Search Ads Are Great – But How Do You Effectively Budget For Them?

How to budget for Google search ads is a question we get a lot. Google search ads are an extremely effective form of digital advertising that work on a pay-per-click basis, which can be confusing at first for those accustomed to more traditional advertising mediums such as the print and broadcast formats. Setting a budget takes planning and care – and likely some adjustments along the way.

Fryed Egg Productions has worked extensively with a range of clients conducting Google search ads with an array of budgets. We can help your organization explore this essential marketing tool and identify a budget and approach that makes the most sense for you.

Who’s your audience

The first and most important step in determining your ad budget is deciding who your audience is. This step should not be taken lightly or rushed through. The more clarity you can bring to this step of the process, the more cost effective your campaign will be and the better your ads will perform. Market research is a great place to start. Data that provides clear insight about your customers and prospective customers will help serve as a foundation for how you reach out to your audience. Your audience is partly determined by why you hope to attract people with search ads. Are you attempting to build better brand awareness, for instance, or is the goal to create more online sales? Those are different goals that will affect how you approach budgeting your search ads.

Audience size

The key factor in identifying your budget for Google search advertising is how large of an audience you hope to reach. That will be reflected in how specific you are with your chosen search phrases. The better you know your audience, the better you can target them within a budget. For instance, tying your advertising to searches for “shoes” across Florida will cost more than when that search term is narrowed to “best shoes for knee pain.” There will be less competition with other advertisers for these detailed terms. Not only are you able to run a Google search ad campaign that is less costly with more specific terms, but you are better able to reach an audience that is most likely to be interested in your products or services. The audience size and other specifics also will influence if you want to supplement your search ad efforts with a Google display ad. As your campaign continues, you can refine your target audience based on the response to your approach.

Your budget and your bids

Once you are equipped with the information that you need, you can decide on your budget and bidding options. For Google search ads, your budget sets the charging limit for your campaign, and it represents the average amount that you’d like to spend per day. Google calculates the budget on a daily basis, and it recommends that you multiply the daily budget by 30.4, the average number of days in a month, if you would like to determine your monthly budget. In tandem with that, you will choose the maximum amount that you’re willing to pay for someone to click on your ad by bidding on relevant search words. Higher bids likely mean a higher budget and more traffic, while lower bids likely mean a less expensive campaign that produces fewer clicks. Fryed Egg works with our clients to help them strike a balance on bids and budgeting and find a strategy that they’re comfortable with.

At Fryed Egg, we manage Google search ads campaigns for our clients to ensure they get the best possible returns on their investments. We provide turnkey service for search ads, developing nuanced ad campaigns that meet your goals and get you results. Search ads can play a crucial role in raising awareness of your business and attracting new customers, and our experienced team has the expertise and proven record to make sure you get the attention you deserve. If you want to see if Fryed Egg is the right agency for your marketing needs, contact us at (813) 478-0494 or [email protected] or visit