Occasionally Google emails me a message stating that certain customer accounts need attention. I appreciate being kept informed of changes that I should make to customers for whom I manage PPC campaigns for, but I’ve always been suspicious of the ones that want me to increase the daily budget. Here’s one that really got my attention.
This campaign met its daily budget of USD $15.00 on 14 of the last 15
days. Increasing the budget to USD $13.09 would allow the ads to show
more often and get approximately 31% more clicks per month.
Of course it’s hard to increase a budget when the increase is lower than the current amount. If you receive messages like this for your PPC campaigns, do your homework. Don’t just increase your spend. Examine your bids and phrases. See how your ads are performing. Make the dogs inactive and experiment a bit before parting with hard earned cash. Obviously their formula is flawed so use some common sense.