Most advertisers, except for large companies with unlimited funds, have specific budgets for AdWords that will need to be managed and redistributed among the different campaigns. This section discusses the key considerations and data to review as you decide where to focus your funds.
Keep in mind your overall ad budgets. Also, review your current performance and outline your goals. Are your conversion rates and cost per conversion acceptable and you'd like to get more such traffic? Or, are your current CPAs a bit outside your comfort zone and you need to improve on that?