Today Google announced a new feature that will allow users to share a budget across campaigns in an account. Here’s the handy visual from the AdWords blog:
Where I See This Being Helpful
Small businesses often are dealing with hyper-targeted campaigns (geo-targeted with tight control on match types) and smaller budgets. This means that campaigns often have daily budgets that only allow for a handful of clicks. In this situation, any small variation in search volume can lead to missed opportunities or no clicks for the day. Therefore, I see this as a nice move for SMBs on limited budgets because it allows them a little flexibility without going over-budget.
Why Google Bothered?
It does seem like a small feature and primarily benefits small AdWords budgets. However, Google gets a lot of pressure from Wall Street to not only meet, but beat revenue expectations. This means squeezing every last penny out of current advertisers, even the small fries. Remember, Google is only allowed to go over a daily budget by 20%. This gave them a little play in the past, but this little feature gives them a much better chance of getting 100% of the budget in a given month.
Will this help you campaigns?