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Google Ads Q&A: Budget, Keywords, Search Network

January 18, 2023

I receive many questions from advertisers on how to optimize Google Ads campaigns. Here are the most frequent, with my responses.

‘Should we increase our budget?’

Generally, consider increasing your spend for campaigns “Limited by budget” or for new initiatives to test.

Determine whether each campaign is meeting its goal. Say the goal is a 300% return on investment, and three of five campaigns meet this threshold. Those three are candidates for increased budgets, perhaps from the two lower-performing campaigns.

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