April 2, 2020

Two Quick And Easy Ways To Avoid Overspending On Google Ads


Have you ever fell victim to Google overspending
your budget or perhaps have you ever felt that fear of constantly having to check your
accounts again and again and again and having to refresh the page just to make sure you’re
not going to overspend? Hey guys, Silvio Perez from AdConversion and
in today’s video I’m going to show you two quick and easy ways you can protect your Google
ads budget so you can avoid overspending on Google ads. These two quick and easy ways that I’m going
to share with you have been a game changer for me. This has allowed me to go from just managing
a couple of accounts and overwhelmed and stress and constantly having to check the accounts
again and again and refreshing it just to make sure I don’t have this overspend my client’s
budgets. From that all the way to managing 15 plus
accounts with ease of mind and peace of mind, understanding that I’m not going to overspend
and I can redirect that mental energy that I used to expend on things that don’t really
matter as much like overspending your budget, which something that can be easily taken care
of with these two easy ways that I’m going to talk about and allowed me to shift that
energy and that focus to things that do matter like strategy optimization and most importantly
getting ahead of the competition way. Number one, you can protect your Google ads
budget is using automated rules. Now, if you’re not familiar, what automated
rules are, they allow you to make changes in your account automatically within a daily,
weekly, or monthly timeframe depending on the conditions and settings you choose. Now, without further ado, I’m going to show
you how you can protect your budget with automated rules. To get started with automated rules. Go ahead and hop into your Google ads account
and then once you’re in there, click on tools and setting, which is on the upper right hand
side, and then once you click on tools and settings under bulk actions, it’s the third
column. You’re going to click on rules right here,
so go ahead and click on rules. And then this is going to open up the automated
rules window. Here’s where we’re going to be able to create
our automated rule to pause our campaigns once we’ve exceeded our monthly total. So to get started, you’re going to click on
that blue plus sign and this is going to open up all the different types of automated rules
you can run. As you can see here, you have a lot of options. For the sake of this video, I’m only going
to show you how to set up a monthly automated rule to make sure that we don’t exceed our
monthly budget, but I definitely recommend that you guys learn more about automated rules. You can do a lot of great automations in terms
of managing your account and optimizing your account, utilizing automated rules. So moving forward, go ahead and click campaign
rules and then from here under select an option, we’re going to click pause campaigns. As you can see here, you can set up automated
rules to turn on campaigns to change budgets depending on the day for example, and even
to send you email alerts if in the case that let’s say a keyword hasn’t generated a certain
amount of conversions and it’s spent a certain amount, it can send you alerts on underperforming
keywords, underperforming ads and so on and so forth. So you can get really crazy and advanced with
your optimization and your account management utilizing automated rules. But again, for the sake of our example here
in setting up a monthly budget automate rule, we’re going to go ahead and sip that to pause
campaigns. Then from there you have some different options
on how you can apply this. You can either apply it to all enabled campaigns,
which is all the active campaigns in your account. You can have it set to all enabled and all
pause campaigns, which is a little redundant in our case because we are only trying to
pause campaigns, so we’re gonna ignore that one. And then the last one is to select campaigns. So you can go ahead and choose specific campaigns
that you want to go ahead and make sure that are paused. But again, in the case of our account, we
want to make sure all campaigns are paused so we’re not exceeding our monthly total. And one more thing, just so you guys know,
if you click on add down here under the conditions and you type label, if you have certain labels
for certain campaigns, you can get even more specific on how you pause campaigns or how
you utilize your rules based on the labels you’re applying to those campaigns. That’s just some food for thought. But for the our case and setting up our automated
rule for a monthly budget, we’re going to leave that towards all enabled campaigns. And then under condition, go ahead and click
add, click on performance and then click on cost. And we’re going to set our monthly total here. Make sure that you leave the greater than
sign cause that’s the condition that we want to work with here. So go ahead and enter your monthly total. So let’s say for example, your monthly total
is $1,000 a month. What I like to do is if my monthly total is
$1,000 a month and I don’t want to exceed $1,000 a month for my monthly Google ads budget,
I like to set $20 less. So I’ll go ahead and set $980 as my condition
and then click apply. And then next thing is we want to define the
frequency of how often our rule is going to occur. There’s different frequencies you can choose
here, you can have it run once, once rules are usually more so applied to one time things
like pausing campaigns or ads. Let’s say if you’re running a promo or a special
offer and it’s only for a short amount of time, you can go ahead and set an automated
rule to pause that ad for you on a onetime basis. So that’s usually when I have found that I
use the once frequency. You can also set daily, which is every day
at the time you specify here this rule is going to run and it’s going to scan your account
based on this condition and it’s going to see, okay, based on all these enabled campaigns
have we exceeded $980 and if in the case it has, it’s going to go out and pause all your
campaigns and that’s what we’re going to work with here is daily. We want to make sure we’re running this rule
on a daily frequency so that way we’re always on top of our monthly total so that we are
not exceeding our cost. But just so you guys know as well, you can
also set a weekly frequency and a monthly frequency as well, but we’re going to leave
that towards daily and then from there you’re going to go ahead and adjust your time settings. I usually like to leave this at 3:00 AM Eastern
time. That’s usually when Google ads updates and
the data from the previous day is active. So then from next thing you’re going to change
using data from, and we want to make sure we change this to the same month. Again, this is a monthly budget automated
rule and we want to make sure that it’s pulling all the campaign data, the cost data for that
month. Because if we have this based on the previous
day, if you didn’t spend more than 900 $8,980 yesterday, which is what we don’t want, right? We want to spend that in a month. It’s, it’s only going to go based on last
day’s information. So we want to make sure we keep this towards
the same month. So every day at three in the morning, this
rule is going to run and it’s going to check based on all my active campaigns, have we
spent more than $980 this month. And if in the case that you haven’t, it’s
not going to pause your campaigns. And if in the case that you have exceeded
$980 it’s going to go ahead and pause all your active campaigns. And then last but not least, guys, just go
ahead and name this. You can name it monthly budget, automated
rule or whatever, whatever you like, just as long as you remember it. And then next, go ahead and click preview. So in the case of this account, I’m going
to a training account. There’s no active campaigns in this one. But if when you click preview, it’s going
to go ahead and look at all your active campaigns and your campaigns are going to populate right
here and it’s going to tell you whether or not your rule would fire based on your current
total. So then once you click preview, everything
looks good, just click save rule. And then there you go. Your monthly budget automated rule is running. Now another thing too, if in the future you
ever decide, Hey, I want to go ahead and update this rule, maybe you increase budget or maybe
you decrease budget, all you gotta do is just go back to tools and settings. Open up this automated rules window. Again on the far right hand side, you click
on edit and you’ll be able to adjust all the settings that you just entered as well as
if in the case that you’re just done with this rule, you just don’t want it to run anymore. All you gotta do is click here on this uh,
edit button on the left hand side and you can click pause or even remove. So that’s it. That’s how you set up an automated rule to
make sure that you are not exceeding your budget every single month. Your automated rule is going to check for
you on a 24 hour basis to make sure you’re not exceeding your cost total. And this gives you a lot of peace of mind
in terms of not overspending your budget. The second way you can protect your Google
ads budget is using budget scripts. Scripts are very similar to automated rules
where they can both make changes in your account automatically based on the conditions you
set. But the main advantage of using scripts versus
rules is scripts run in an hourly frequency versus automated rules only. Run on a daily frequency. The other advantage of scripts are greater
customization in your automation by being able to write custom code. Now if you’re freaking out right now thinking
to yourself, wait a second, I don’t know how to write code, don’t worry, neither do I. There are plenty of pre-written scripts already
created for you out there on the internet and all you have to do is find them and then
copy and paste them into your account and change a few little things and you’re ready
to go. Now the budget script that I recommend that
you use and that I personally use an absolutely love and had been using for a while now is
a script that’s been created from optimizer specifically from Frederick Valley’s from
optimizer. He wrote this script and he put it out there
online for all of us to be able to benefit from. So huge. Shout out to him and I’m going to go ahead
and show you step by step how to get set up with this budget script by optimizer and if
in the case that you want to follow along and you want to access this script, I’m going
to put that script in the link to where to get it down below in the description box. So go ahead and check out the description
box, pause this video and then open up that link to the article. That way you can follow along with getting
this script set up in order to get started. Setting up the monthly budget script by optimizer. Go ahead and click on the description box
down below and open up this article. I’ll have it linked down below for you, but
just go ahead and click on that link and open up this article so you can follow along and
then that way you’ll be able to just copy and paste the script code, which I’ll show
you how to do in just a second. Also if in the case that you prefer to read
versus watch the video to set up the script, then I highly recommend you check out this
article by Frederick valleys, the CEO of optimizer. He did a really great job of outlining it
in a very easy to follow manner. So without further ado, let’s get started. Go ahead and scroll down on this page and
go down to script settings and click on copy of the script code from Bitbucket. There’s going to redirect us to bitbucket.org
and this is the script code which we’re going to paste into our account. So again, you don’t need to know coding. All you need to do is change a few lines of
texts, which I’m going to show you just now. But you can see this whole entire script is
already written for us. So all we gotta do is just copy it into our
account. So then from here, click on raw and then on your keyboard click command a
on a Mac. And if you’re on windows, click control a
and then click command C on a Mac to copy. And if you’re on windows control C and then
I need you to go back into your Google ads account so we can paste this script in. Once you’re back in your Google ads account,
click on tools and settings on the right hand side and then under bulk actions click scripts. And then from here we’re going to open up
the script window and then click on this blue plus sign and create a new script. And then once this loads we’re going to be
able to paste in that script code, which we just copied from Bitbucket right here into
our Google ads account. And then we’re just going to change a few
lines of text and we’ll be off to the race in terms of setting this up. All right, so this is what you should see
for a new script. It should say unnamed script and you should
have a few lines of code here. Just go ahead and delete that with your keyboard. And then right here, click command V on the
Mac to paste it in or control V on a windows to paste in that code. And there you go. Now you have all the script code, paste it
in to your account and just something to mention really quick to just make sure that you pasted
it incorrectly. So just double check and make sure it reflects
the actual code, the once this is all pasted in. The next thing you’re going to do is you’re
going to name this script, so I like to call it monthly budget, but you can call it whatever
you like. And then from there we’re going to change
a few lines of code in this script to make sure that it’s customized for our needs. So right here on the top of scroll all the
way to the top under settings you’re going to see here it says current setting dot scope
equals account. What that means is is this script is going
to be looking at your information account wide. So in the case of this script, it’s a monthly
budget script. So it’s going to be looking at your cost data
account wide, which is what we want because we don’t want our account to exceed our monthly
costs. That way we can stay within budget. So that’s fine. Leave that as is. Then the next thing is current setting. Dot max cost equals get float and then in
that number or in those parentheses there’s a number and if in the case for you there
is no number, it’ll be like this. That’s where you’re going to enter in your
monthly budget, the number that you do not want to exceed. So going back to the example of $1,000 I’m
going to put nine 80 cause I just like to, I’d rather underspend than overspend just
to be safe. So I’ll go ahead and put nine 80 cause I do
not want to exceed $1,000 a month. But if in the case you want to just put a
thousand that’s fine as well. That’s just something I do to just be a little
bit safer, but I’m going to go ahead and put here as nine 80 as my total. So once my account spends $980 within that
month, this script is going to pause all my campaigns. That way I do not overspend. Then the next line, it’s going to say here,
current setting DOB budget period equals monthly. That’s perfect. We want to go ahead and leave that to monthly
because this is a monthly budget script and then the next thing it says current setting
dot label name equals quotation quotation. What we wanna do here is we want to set a
label name because we have to go ahead and label our campaigns so that way this script
understands which campaigns we have to pause in order to not exceed our monthly budget. So the one that I always like to use is active,
so you can just go ahead and type in active and that’s the label that we’re going to create
in just a second and and tag all our active campaigns with. So then once you created the label name, the
next line it says stopped by budget script. Leave that as is. That just means that when this script fires
and it actually pauses your campaigns, it’s going to label all the campaigns that it paused
with a script called stopped by budget script, which is totally fine. Just leave that as is. And then the next thing is current setting.email. This is where you’re going to enter in your
own email address, where you’d like to be notified every time this script runs. So that’s a really cool thing too about automation
in this monthly budget script is you have the peace of mind knowing that this script
is going to be running every hour on the hour, making sure you’re not exceeding your monthly
costs that you enter here. And once it does execute the script and it
does pause your campaigns, your going to get emailed from, from yourself, you’re gonna
get an email from yourself on your own behalf cause you’re going to connect your email to
this script in just a second. But you’re going to be emailed saying that
the script is fired and this is how much you spent when the script was executed versus
your, your total that you entered. So this really gives you complete peace of
mind knowing that Hey, I can focus on things that matter, like strategy and improving my
accounts while this script is taken care of exceeding my monthly budget. So it’s really great and it’s running every
hour on the hour in the background. So go ahead and enter in your email where
you’d like to be notified. So I’m just going to put your [email protected]
for for examples. And then the next thing is current setting
dot pause items leave this as yes, that means that it’s going to pause the campaigns that
you labeled. We want to leave that as is so that way we
don’t overspend. And then the last one is completely optional. This is current setting dot reenable items
it’s currently set to, yes. What this means is, is that after all your
campaigns have been paused, once the next month starts, the new monthly period starts. If you leave this set to yes, it’s going to
go ahead and reenable all of those campaigns that it paused that are labeled with the active
label that we’re going to create in a second. If you want your campaigns to be reenable
by the script every single month, then leave this as yes. If not, then you can go ahead and just delete
this and type no. So I’m going to leave it as yes. And then once you have that set, all you gotta
do here is click preview. So click preview on the bottom right hand
side and it’s not gonna. Um, it’s actually not going to do anything
which is fine because we need to authorize it now. So once you click preview, click on this down
arrow right here and then click authorize and then click on your email address and just
give this script permission to, to send an email as you and to be able to,
to manage your campaigns on your behalf. So then once you have it authorized, all you’re
going to do is you’re going to click preview again just to make sure it’s running properly. And right now it’s loading, it’s executing
the script. And you can see here it says change description,
label added stop by budget script, monthly successful. That’s good. That’s what we want to see. And then if you click on logs, it’s going
to show you right here on the bottom account cost is currently $0 million and this does
not exceed the allowed budget for the account. If in the case you’re currently running campaigns
and you have cost data for the month, it’ll tell you whatever your account cost data is
here and whether or not it exceeds the total that you set, it will tell you whether or
not it’s going to fire. So that’s perfect. Now just go ahead and click that arrow again
and then click close. And then last but not least, we need to set
our frequency for this script. So we’re going to go ahead and click this
little arrow or this little pencil under frequency and then we’re going to switch this from daily
to hourly and then click save. And that’s it. The script is set up where it’s going to be
running every hour on the hour, checking your account costs total, making sure you’re not
exceeding the total that you set in the script. Now there is one more thing that we have to
do and that’s adding the label to our campaign. But just a quick reminder, the advantage of
using the script versus the automated rule is the script runs every hour versus the automated
rule only runs every 24 hours. On a daily basis. So with the script, your chances of overspending
are a lot less because it’s checking more frequently. If in the case that you’re running a smaller
account and overspending isn’t something that usually happens, an automated daily rule is
PR will work just fine for you. But if in the case you’re running a higher
volume account, you have higher cost per clicks and a you have a lot more seasonality in your
campaign frequency and how many clicks you get on a daily basis. Running the monthly budget script on an hourly
basis is going to work better for you because your chances based on your account are a lot
more likely to overspend. So that’s just the quick side note for you
guys. So from here, let’s go ahead and hop back
into our campaigns. You can click GC on your keyboard as a quick
shortcut. And then once we’re here back in our campaigns,
we’re going to add a label that we created in the script. So that way the script knows what campaigns
to pause. So click on columns, modify columns, go down
to attributes label. I like to move this all the way to the top
and then just click apply. And then now we’re going to create a label
and we’re going to apply to this campaign. So click on the campaigns that you, that you
have that you’d like the script to pause and then click on label, click new label. And then we’re going to name this active because
that’s what I named the label name under the script information. So if you follow it along with what I did
and you named that active as well, then just type in active and you’ll be all set. And if in the case that you needed something
else, just type in whatever it is that you named it. And then click create and then apply. And there you go. You can see tutorial campaign is has the label
active. So now when I enable this campaign, I have
the script running in the background and if the tutorial campaign exceeds $980 within
that monthly period, it’s going to get paused. I’m going to get emailed automatically saying that the campaign was
paused. That is it for this video. I hope you got tremendous value from it. Thanks so much for watching. If you liked this video, feel free to thumbs
up the video. And if you want to get notified of future
Google advertising, click that bell notification icon down below. And if there are any topics that I haven’t
covered yet that you’d like me to make a video on, feel free to drop that in the comment
box down below or connect with me online at ad conversion and you can send me a DM and
I’ll be more than happy to connect with you there as well. Thanks so much for watching. Until next time, take care.

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