It’s been a while since I posted an AdWords script here, so this month I’m going to share an AdWords automation that manages your budgets.
You can skip to the end to copy and paste the script and run it in your account; or, for those interested in learning their own AdWords scripts, I’ll explain why and how I took an existing script from Google and adapted it to do something better.
Why we need a script to manage monthly budgets
One of the peculiarities of AdWords is Germany Phone Number that the budgets are daily rather than monthly. Image licensed from Fotolia.
Despite months of meetings, the project ultimately went nowhere as we were never able to agree on a reasonable way to translate daily budgets into monthly budgets without confusing a large group of advertisers.
Budgets for the latter group would change monthly depending on the number of days in the month. This may not seem particularly confusing to readers of this site, but believe me, when you have over a million advertisers, even small things can cause huge confusion. We finally decided to avoid the confusion and leave budgets to the day-to-day.
Fluctuations in the day of the week impact how you spend a budget
The reality for many SEM managers, agencies, and consultants is that their clients or managers set annual, quarterly, or monthly budgets.
Let’s take a simple example. Suppose you have $300 to spend during the 30 days of April, which is $10 per day. If you set a budget of $10 per day, you can only deliver $4 on a normal weekend day when fewer people are searching, then on weekdays your $10 daily budget could generate up to $12 in clicks (thanks to overdelivery) but that would still leave you below the target, even if you spent $12 a day for all five days of the week.