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Continously adjust budget share?
I’m currently running only 3 broader google shopping campaigns (garden furniture/garden items but not furniture/all the rest) on my quite big home&living inventory. I am now planning to differentiate more by using labels, create campaigns for each one and distribute the daily budget among them in order to be more in control what I’m actually pushing in what amount. Could it in any sense be counterproductive or harmful for campaign performance to adjust the budget distribution on a weekly or even daily basis?
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1 Reply
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That’s just ongoing management/optimization…
As far as how often: Once is a fluke, twice is a coincidence, three times is a pattern. It can take up to 24 – 72 hours for data to report… So doing too much in too short of a time frame can be just as detrimental as doing too little over too long.
Generally speaking, the advertising budget should follow the revenue. So if you know sector A generates 40% of the total revenue, 40% of the budget to that sector makes sense. Once you add in seasonal variability, if you have a set budget, that’s where you need that data (and personal experience) over time to “know” when to start ramping up the seasonal sector budgets. Especially if you are limited by budget across the board, and know you are leaving some money on the table regardless.
It’s the sort of thing where, nobody can give you a definitive answer, because it’s all so variable based on your situation.
Ideally, with any kind of ecommerce or value based goals, as long as you are making money, your campaigns are never limited by budget. You maintain ROAS by working in the margins regarding reach and bids.
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