for this campaign setting...
Delivery method (advanced)
+Standard: Show ads evenly over time
+Accelerated: Show ads as quickly as reasonably possible
which do you have selected?
have you set dayparting hours?
your business day is only 8-5 in your time zone.
in addition to dayparting are you also using geotargeting?
The Delivery method is: Standard: Show ads evenly over time.
My Ad Scheduling is 7:00AM EST to 10:00PM EST
Optimially, I would like to have ads showing during normal business hours in all US timezones. My Ad Scheduling is 7:00AM EST to 10:00PM EST. We are a B2B so these times work.
However, my ads start getting limited exposure around 2 to 3 PM EST as my budget is getting low.
The current default bid is $2.00 with a $60.00 daily budget (I know, it's low, but that's all management will give me to work with).
I'm thinking of lowering the default bid to $1.80 and see what happens.
I've experimented with dayparting for specific hours to give the ads maximum exposure during the best times. Some ads only run for a couple of hours per day, and it has been interesting to see which times are most effective for roi.
If your budget is capped, yes, lower the bids.
You'll rank lower, but your ads will show more often. Experiment with bids; the ideal is to find the bidding point that uses up your budget with about three cents left at the end of the day.
Other things that can help:
- Test some new ad variations to see if you can improve your CTR.
- Beef up your negative keyword list so your ads are shown more selectively.
- Reduce the use of broad match, and make more use of modified broad match, phrase match or exact match search terms. Again, your ads will be shown more selectively.
- Identify the highest-performing search terms (whatever that means in your circumstances) and test higher bids on those terms. Consider moving top terms into their own ad group(s) and testing new ads customized for those terms.
- Check out what the competition is doing and make sure your ads stand out from the herd. Example: if everyone else is using dynamic keyword insertion, maybe you shouldn't.
Very good ideas!
You want to optimize for volume based ROAS, but in a budget limited environment, you can't do that - you do what buckworks suggested, lower your bids (less volume, higher ROAS) to make the most use of the limited funds you have available.
Convince whoever controls the budget to uncap your daily spend, chase a volume based ROAS goal instead.