Effective Strategies for Unspent Budget in Advertising Campaigns

In the realm of paid media, an underutilized budget can be an opportunity to optimize and expand your impact. Has your campaign not spent its entire budget? Here are some ideas you can use to leverage your surplus:

Diversify Your Approach: If your current campaign is focused on conversion, consider using the remaining budget to address other stages of the conversion funnel. Launch, for example, an educational content campaign to increase brand awareness or a series of video ads that tell the story of your company. This strategy not only broadens your reach but also enriches the user's journey from discovery to purchase decision.

Rebalance Your Budget: Before launching new initiatives, adjust the budget of your current campaign. This allows you to explore new opportunities without exceeding the established budget limit.

Specific Strategy by Funnel Stage:

Awareness and Consideration: Direct campaigns to generate general interest in your brand.

Interest: Invest in retargeting to reconnect with those who have already shown initial interest.

Conversion: Boost conversions with special offers and ads targeted at users with a clear purchase intent.

Evaluate and Continuously Adjust: Monitor and optimize the performance of your campaigns constantly. It's crucial that every euro invested contributes effectively towards reaching your commercial goals.

Maximizing unused budget can further improve what was already a good campaign.

Fine-Tuning Bidding Strategies in Google Ads: Maximizing Conversions Safely

When implementing a bidding strategy on Google Ads to maximize conversions with a target CPA, monitor the cost/conversion metric over the last 90, 60, and 30 days.

If you observe a positive trend in reducing the cost/conversion, consider adjusting the target CPA. However, make sure that the weekly variability of the cost/conversion has not exceeded 20% over the last four weeks, as having consistent and predictable data is crucial.

This should be done cautiously to not limit your bids too much and lose visibility and potential conversions.

🔍 Extra tip: be careful with having auto-apply recommendations activated so that Google Ads decides for you the type of bidding, whether you use target CPA or target ROAS, or how much CPA or ROAS you should have. Completely delegating these decisions to automation is like handing over the responsibility of your campaign strategy to Google.

Optimize Your Google Ads Shopping Feed: Key Drivers for Success

When it comes to Google Ads Shopping, not all elements of your product feed carry the same weight. To truly drive performance, focusing on what matters most can make most of the difference. Here’s where you should direct your energy:

Price 🔥🔥🔥🔥🔥: Competitive pricing is crucial. It directly influences click-through rates and conversion

Title 🔥🔥🔥🔥🔥: The first thing a potential customer sees. Make it count by including key details and keywords.

GTIN (Global Trade Item Number) 🔥🔥🔥: This helps Google match your product with the right searches, improving visibility.

Image 🔥🔥: A high-quality, clear image can significantly increase your product's appeal.

Description 🔥: While not as impactful as the title, a good description supports SEO and provides valuable info to shoppers.

Category 🔥: Correct categorization helps Google place your product in relevant searches, but it’s less impactful than other factors.

🔍 Pro Tip: Regularly visit your Merchant Center and keep a close eye on the Diagnostics tab. Addressing feed or product issues promptly can prevent ads from being sidelined and ensure your products are always ready to captivate potential customers.

By prioritizing these elements, you can fine-tune your Google Ads Shopping strategy for better visibility, higher click-through rates, and more conversions.