October budgets running out?

Do advertisers really budget by the month

[Content_ed]

Last two days have been dropping like a rock, but I figured "Oh, it's just the end of the month and Adwords budgets are running dry. Then I went back and looked at our stats for the year, and I can't see any hard and fast evidence that this really happens. BTW, I'm not complaining about a two day down-trend, that's it's all within the usual fluxuations. I'm just curious if any of the big time Adwords spenders really do use monthly budgeting.

[andrewshim]

I hope so... otherwise, I'd freak out with my numbers dropping since the 25th. Surge on the 29th, but today (31st) oh groooooaaaan!

[hunderdown]

Some of my worst days are at the beginning of the month.

[greatstart]

It seems like in most months, the first 2 to 3 days, and the last 4 to 5 days have the lowest eCPMs.

[btas2]

Just to show how variable things are, the last 5 days have been my best days this month and well above my average. My EPCs have been higher than I've seen them in months.

Go figure.

[BigDave]

I suppose that some advertisers might budget by the month, but I would be surprised if advertisers that actually *sell something* would stop ads at the end of the month.

If 50% of their traffic comes from ads, stopping advertising would result in 50% lower sales in the last few days. In other words, they aren't making money either.

[Genuine1]

No change. Now today might be interesting!

[rj87uk]

The weekend was bad for us, no orders - I think people just dont have the extra cash at the end of each month to buy a high price item.

That being said we had a greattt day yesterday (31st). I try to stay under the 12k£ mark each month but we went over by £500 last month.

Curious, does everyone put they're monthly budgets up at christmas? If so by what %? We go from an average of 12k, to 14k for November / December.

[Thez]

I had normal traffic yesterday, but 20% drop in AS earnings and impressions.

[malachite]

Yesterday (31st) wasn't bad at all, after a dismal 30th which I put down to end of month budgets running out. Perhaps some of my advertisers forgot there were 31 days in October :)

[Genuine1]

I was right! Today 1st is highest ecpm ever so far. and 45 dollars by 2pm normally half that! Lets hope it continues.

[Genuine1]

For anyone interested the high epc clickthrough and ecpm has continued - now up to 88 dollars with the best 12 hours to go! About 50/60 percent up over the whole of octobers daily average at this time of day. And that was already good... There seems to be many winners and losers since 5 weeks ago.

[edited by: Genuine1 at 7:20 pm (utc) on Nov. 1, 2006]

[Content_ed]

Funny, the down-trend here is continuing, maybe 50% below average. Oh well, guess I'll have to sell some of my Wang stock.

DOH!

[Genuine1]

Wang?

and the big ecpm is still steady. So far today I have earned almost as much as the best day ever in 3 years... And still there is 6 hours to go. It may all go pear shaped soon! But I doubt it looking at the trends over the last three years.

[edited by: Genuine1 at 1:56 am (utc) on Nov. 2, 2006]

[Lagamorph]

"If 50% of their traffic comes from ads, stopping advertising would result in 50% lower sales in the last few days. In other words, they aren't making money either."

They may have learned that they don't make sales in the last days of the month as their audience realizes they spent all their money and are waiting for their next paycheck.

[BigDave]

They may have learned that they don't make sales in the last days of the month as their audience realizes they spent all their money and are waiting for their next paycheck.

That's right, I forgot that the credit cards that people use to shop online stop working if you are waiting for your paycheck.

[hunderdown]

Maybe not budgets running out, but some advertisers may pause their campaigns to evaluate how they are are doing.

[Thez]

31st was bad for me, but now I'm back to normal earnings.

[PotteryCentre]

My October total revenue was down about 12% compare to the September one.

But the traffic also down about 10%, so I guess my revenue is stay the same with previous month.

[briggidere]

just to let you know as an advertiser, we do monthly budgets.

In fact, we are just discussing this months currently.

We also make changes on which se's we allocate the money to. Some months we will say G is 60% and then the next 85% depending on how we feel campaigns are going after a bit of analysis. So, if you have a good paying advertiser one month, it could change the next as they reduced their spend, but likewise, they could increase it making things better for you.

I imagine some other people may work in a similar way.

[Lagamorph]

"That's right, I forgot that the credit cards that people use to shop online stop working if you are waiting for your paycheck. "

The sarcastic straw man argument, well played, I guess no one makes their own financial decisions anymore and just let the CC companies do that. Why pay attention to market research based on reality when we can let paranoia drive our decisions?

Google's gonna get you!

But if we assume that advertisers base their campaigns on their ROI and not how happy it makes the publishers then statistical data like buying habits can be useful.