• http://twitter.com/sammmer Sam Mazaheri

    I really enjoyed this session at SMX and thanks for the article expanding on the issue. I worked with pretty rigid (and high) budget goals and always wanted a better way to forecast spend.

  • http://www.facebook.com/matt.vanwagner1 Matt Van Wagner

    Hi Sam

    Glad you liked the session at SMX. High Budget goals are the toughest – in the short term. It’s easy to get behind when you are already stretching to meet a higher than expected budget target.

  • http://www.facebook.com/viara.marshall Viara Marshall

    This is PPC 101, nice article and I suppose some still need to be aware of this paradox, but if you were not for the past 6 years or so, you should not be in the industry…

  • http://www.facebook.com/matt.vanwagner1 Matt Van Wagner

    Thanks, Viara. I agree, it’s basics. But there are plenty of people who are newer to the space, and so I thought worth touching on.

  • http://twitter.com/andrew_goodman Andrew Goodman

    “…the very pants he was returning! A very identifiable problem!” On particularly fixed budgets, what always amazes me is receiving from the client additional ideas for spend, like more keywords, wider reach suggestions, new Google products & channels, etc. It’s like, sure, if we double the budget!

    Matt you’re much more conscientious than many. I dread end of quarter when our metrics go out of whack because certain large budget lines are being “spent” by competing advertisers. But it’s easiest to “blow thru a few k” in the display network without screwing up the auction for everyone. Are you listening, big fixed budget folks?

  • http://www.facebook.com/matt.vanwagner1 Matt Van Wagner

    Love the Seinfeld reference, Andrew.
    Agree completely – dump EOQ or EOM funds in the GDN or other display network – for your own safety and convenience of your own auction as well as for the safety of those in the auctions all around you.

    Google does a great job of selling the great new potential of its new favorite features without talking about trade-offs and implementation costs. That’s our job – to be the wet rags, er, voice of reason about the realities of the opportunity. I remember George Michie making the point nicely – always focus on your core while testing or branching out in every new direction Google (or your clients) push you.

  • Pat Grady

    Very good article for newbs and many intermediates!

  • Pat Grady

    “unless you are one of the lucky PPC managers with unlimited budget as long as you hit ROI targets” Lucky? Well, okay, I know what you meant. :-)

  • Pat Grady

    In-house here (PPC Agency), we talk about switching modes from “Budget Limited” to “Unlimited if ROAS Met”. Definitely requires wearing different hats. The “Limited” hat fits too tight for us, and the client – but you can’t escape limits in the real world. There’s no such thing as an absolutely unlimited budget.

  • Pat Grady

    The FB hat is zany. When spend and return curves often have discontinuities, it’s like chasing a rabbit – you just try your best and react late. Back of the FB hat says “Curve Fitter” across the strap.

  • Pat Grady

    FB… like optimizing the viewing of a lightning storm… relax your “ability to control” expectations a tad. Dr. Trightabee Smoove, wears a lab coat, but his peers don’t let him jimmy the big handles.

  • http://www.facebook.com/matt.vanwagner1 Matt Van Wagner

    Love all of these analogies, Pat and planning to add them into my vernacular. Still laughing out loud. Very funny – and very true!

  • http://twitter.com/ManueleCaddeo Manuele Caddeo

    Thanks for your article, i’m so far from SMX (im Italian) but i read every day about news and beautiful article like this. Me too i work whit rigid budget goals, is a big Brand and it’s so hard explane ROI metod… every month i suggest budget mod, but is so hard work like this… Some times i asked myself about this “problem” whit budget management but, now i don’t feel alone :) I everyone from Italy!

  • http://www.facebook.com/matt.vanwagner1 Matt Van Wagner

    Thanks, Manuele. I feel your frustration. Don’t give up – there is always hope!

  • http://twitter.com/ManueleCaddeo Manuele Caddeo

    Y ;)

  • http://twitter.com/elisabethos elisabeth osmeloski

    Also, Manuele – there’s an SMX Milan coming in November 2013: http://www.smxmilan.it/

  • http://twitter.com/ManueleCaddeo Manuele Caddeo

    WoW :) Sure i’ll be there!!!

  • http://twitter.com/ManueleCaddeo Manuele Caddeo

    Thanks for the information! ;)