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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Setting and adjusting campaign budgets

All advertisers have budgets for their various marketing efforts, including AdWords. If you are new to AdWords, your budget should be an amount you are comfortable testing with, while you refine your campaigns and figure out what works for you.

Your AdWords budget controls how often your ads are shown. The greater your budget, the more impressions your ads will receive. However, your budget should still be an amount you are comfortable spending on AdWords.

Tip

Start small while you test keywords and ads that generate the best response. Once you figure out which campaigns convert, you can easily increase your daily budgets.

Getting ready

Decide how much you would like to spend on each product category or service. ...

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