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How To Ensure That PPC Campaigns Stay Within Budget

July 15, 2013 · 9 comments

in PPC Advertising

PPC BudgetMany companies invest heavily in pay-per-click (PPC) advertising and need to keep a close eye on it to ensure that both return on investment and budget allowances are being met. While PPC ads are essential if your company has any kind of web presence, managing your PPC budget can often seem like more of a hassle than it’s worth. It can be frustrating to find out that you’ve gone way over budget by the end of the month or even worse, discovered you are over budget before the month is even over.

Although management of these campaigns can be difficult when usage spikes and ebbs throughout the month and year, there are ways to set controls to ensure that the campaigns come in budget and are being viewed online every day.

PPC Budget Settings

The great thing about PPC is the ability to track your advertising spending and curtail it as needed. However, even though PPC is an accountable form of marketing, when it works too well, a business may find that they have used their allotted monthly marketing dollars too quickly. If by the third week in the month the PPC campaign has exceeded the budget for the month, it would need to be taken offline or allowed to proceed over budget. Neither is a good option, one leaving the market open for all competitors and the other putting the business marketing budget in the hole.

Although the best way to manage PPC is to closely watch the campaign day by day and make changes as needed, unless a business has a marketing company handling the management of PPC campaigns for them, it is difficult to do. If you’re unable to hire a marketing company, there are ways that you can make managing your PPC budget easier.

Both Google AdWords and Microsoft Bing ads offer PPC budget settings that you can use. The nice thing about using Google Adwords, Bing ads, or both, is that each search engine provides you with various opportunities to get your ads seen. In addition, Google and Bing offer different ways for you to set , monitor, and manage your PPC budget.

Google AdWords Settings

Google AdWords allows businesses to spend PPC funds according to a daily budget instead of a monthly budget. However, it calculates a monthly budget based on multiplying the daily budget by 30.4, the average days in a month. The setting allows the daily budget only to be exceeded by 20%, which creates room for higher use and lower use days, averaging out by the end of the month.

Bing Ad Settings

Bing allows two different types of budget settings, either monthly or daily. The monthly setting ensures that once the maximum amount for the month is reached that the ad campaign is suspended. However, this could still leave a business with no ads generating at the end of the month. Instead, using the daily setting will allow ads to be shown every day within the daily budget.

As with any new online business tool, it will take some experimentation and inevitably a few mishaps until you understand how to properly set your PPC ad budgets using either Google Adowrds or Bing ads. Test out each service, and the various ways you the service allows you to set your budget until you find the one that you feel is simplifying your life the most.

The great thing about PPC is that you only pay for the ads when they work; even with this, most companies still have a budget they must adhere to as well. For businesses managing their own PPC campaigns, using budget settings can ensure that the business gets daily online exposure and still stays within money restraints issued for the campaign.

Photo Credit: Andrea de Poda

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Michelle is an aspiring writer with a passion for the Internet, specifically blogging and social media. She loves how social media connects people across the globe, and appreciates that blogging gives her the opportunity to voice her thoughts and share advice with an unlimited audience. Follow her on Twitter or Google+.

Michelle has written 4 awesome articles for us at Opportunities Planet

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{ 8 comments… read them below or add one }

TechManinder @ Mobile Apps July 17, 2013 at 1:44 pm

Nice and helpful tips because if you don’t know how to control the budget then you may lose quite a lot of money with some PPC campaigns and it may not worth it.
TechManinder @ Mobile Apps recently posted..The Benefits of Using PayPal to Increase eCommerce SalesMy Profile


Vinay July 18, 2013 at 8:31 pm

Nice sharing. Informative article thanks for sharing. Could you tell me which one is the best for PPC budget settings Google AdWords or Microsoft Bing ads?
Vinay recently posted..Top Eleven Football Manager Game on AndroidMy Profile


Michelle Rebecca July 26, 2013 at 5:35 pm

Glad you enjoyed it, Vinay!

As I said in my post, both Google and Big ads offer daily budget settings, while Bing also allows you to create a monthly budget. You can read more about each here:

Bing ads budgeting:

Google AdWords budgeting:



Dr. Erica Goodstone July 20, 2013 at 11:41 pm


Thanks for sharing this information. i have used Google ads – not recently though – but I did not even realize that Bing also provides ads. I will have to check this out.
Dr. Erica Goodstone recently posted..Upgrade Your Personal Life For LoveMy Profile


Majida Liaqat July 25, 2013 at 6:27 am

This is a nice post. I have tried ppc ads once and the cost was unbelievably higher than my expectation. Is there any program that can make a campaign for a fixed budget?
Majida Liaqat recently posted..Six Easy Methods to Find Blogs for Guest PostingMy Profile


Michelle Rebecca July 26, 2013 at 5:42 pm

Thanks for the compliment, Majida!

Both Google AdWords and Bing ads allow you to create a daily budget (Bing allows you to create a monthly budget as well), and both services provide tips for how to avoid depleting your budget. Find more info on each here:

Google AdWords:

Bing ads:

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Okto August 2, 2013 at 5:29 am

Useful tips. PPC can be a great methods to generate targeted traffic for online business
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Jeremy Norton August 14, 2013 at 12:05 pm

Using PPC campaigns is very helpful, but can be costly also if you do not set the proper budget. It is most important to stick to the budget while still having an outstanding output. Thanks for these tips.


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