How much should I budget for a first campaign?
Choose a test budget large enough to give your chosen audience meaningful delivery, based on the CPM, the demand for your keywords and how long the test runs.
Work backwards from what you want to learn. Decide how many impressions a fair test needs, divide by 1,000 and multiply by the CPM to get the cost, then spread that over the days you plan to run.
- Check in the Keyword Planner how often people searched for your keywords, so the budget matches the demand that exists.
- Set that amount as the campaign's Daily Spending; the campaign form shows the smallest amount it accepts.
- Run the test long enough to compare results before you raise or lower the budget.
Start with one focused campaign rather than several small ones, so each receives enough impressions to judge.