Keep these four considerations in mind when running multiple campaigns in Google ads!

Running multiple campaigns in Google Ads can be overwhelming, but it doesn’t need to be! There are various factors to consider, including budget management and setting up multiple ad groups.

Multiple campaigns in Google Ads can be a great way to increase the number of conversions you get from your advertising dollars. However, it’s essential to have a plan and some strategies for success before running multiple campaigns.

In this blog post, we will go over four practical tips that will help you ensure your multiple campaigns are successful! Follow these steps, and your multiple campaign strategy will yield positive results.

Why should I run multiple campaigns in Google ads?

The number one reason for running multiple campaigns in Google ads is the amount of control you gain over your ad groups and keywords. Instead of having just one campaign driving your ad spend, you can play around with more focused campaigns or different campaign types.

The most common Google ads campaigns are search campaigns, followed closely by display campaigns.

Search campaigns are the ads Google displays at the top of search results. You can target specific search terms with your keywords and pay for showing in one of the top spots.

Display campaigns are a broader approach. Great for both re-marketing and brand awareness, they show up on partner websites and content.

Tips for multiple search campaigns

The following list of tips is applicable for multiple search campaigns, but the underlying principles also apply for multiple campaigns of different types.

At Algorithmic Global, we prefer a targeted approach for our advertising spend and only target search terms so that we’re in control of when our ads show.

Display campaigns offer audience targeting, but search campaigns offer audience targeting and targeting based on search intent. The added intent means a higher likelihood for conversion, though there’s also an associated higher cost-per-click.

Tip #1: Budget

One of the primary considerations when having multiple campaigns is the daily spend. In short, the combination of the budget from your multiple campaigns should equal your goal daily spend.

This point seems obvious, but you’d be surprised how many times Google ads managers overshoot the mark and spend more money than expected on one particular campaign type.

Tip #2: Match Type

One of the best aspects of having multiple campaigns in Google ads is having different strategies for the campaigns. Our favorite combination is having one focused campaign and one broader research campaign.

The focused campaign has an ad group for each service or product, and the keywords are all phrase or exact match.

The research campaign is made up of ad groups with broad keywords. This campaign helps find new search terms we can move over to the focused targeting later.

Tip #3: Bids

Focused keywords have a higher chance of converting. Because broad keywords might generate more clicks without a conversion, we pay less money for them.

Our suggestion? Make your broad keyword bids less than half the bids for your focused keywords. This adjustment ensures you aren’t paying too much for your research and prevents keyword cannibalization.

Tip #4: Editor

With multiple campaigns comes a greater volume of ad groups and keywords. Unfortunately, the Google Ads interface on browsers isn’t excellent for handling bulk changes—that’s where Google Ads Editor becomes a factor.

Google Ads Editor is also fantastic when you are first setting up your multiple campaigns. The program allows offline changes that post all at once, saving you from slow loading speeds.

Continued maintenance of the multiple campaigns is more straightforward with Google Ads Editor because there’s additional data provided. For example, you can sort keywords by the number of words, making bid tweaks on single-word keywords easier (single-word keywords have a high chance of triggering by search terms in Google).

Expert Google Ads management with Algorithmic Global

Running multiple search campaigns is just one tool in our toolkit. In addition to our strategies for multiple search campaigns, we also run multiple campaigns of different types, like display and search combinations.

The critical aspect for running multiple campaigns is keeping track of the daily spend, match type, and bids so that clients aren’t paying more than necessary for leads.

If you are interested in creating and implementing a custom Google Ads strategy, give our experts a call or reach out via our contact page. We’ll get back to you within twenty-four hours and get started with your effective Google Ads campaigns as soon as we find a strategy that’s right for you!