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Please help! Budget pacing for google and bing ads. What is it? What do I need to know? What do I need to practice? I. Order to master this concept in ppc management?
Posted by on August 8, 2020 at 12:36 amI heard it mentioned in a job Interview as an experience required in a job description where I was going to be responsible for everything for 30 accounts. I have a vague understanding of what it is. What is it? What does someone need to know/do/have done so that even you can trust that they know what budget pacing clearly is and how to do it well if that was a job requirement for a job you had for your own team? How do I master this part of ppc management? Have never really heard of this term or concept in google’s google ads training or in any of the books I read. All advice, insight, feedback is greatly appreciated! Thank you so much ppc vets!
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1 Reply
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Budget pacing is simply making sure that you spend the correct marketing budget in a given period of time in the places it is supposed to be spent. If you are given an August budget of $10K for paid search and $5K for paid social, you would pace that budget out through the month, most likely with an even spend/day in each channel unless you expect improved performance on certain days making sure, for example, that you don’t spend all $5K of the social budget in the first week and only spend $6K of the paid search budget by the end of the month.
More than likely you’ll be required to update some sort of “budget tracker,” usually an excel document or some sort of dashboard where you can see how the budget is pacing. if you’re ~50% through the month you should have spend ~50% of the budget, etc.
You’ll also likely be asked to monitor the performance of different KPIs and to make optimizations to the accounts you’re budget pacing. Things like adding negative keywords, ad copy testing, audience testing, changing bids or automated bidding targets, and making sure that the ads are delivering appropriately, pixels are firing, landing pages are working, etc.
There’s more too it than that depending on the channel but that’s the basic concept.
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