Google released a new AdWords feature that will allow an advertiser to combine daily budgets between multiple campaigns in a single account. This option will help search engine marketing professionals allocate appropriate funds toward certain verticals and quickly adapt campaigns to adhere to new online marketing strategies.
The idea behind the new AdWords option is that a marketer may have a defined daily budget to spend across various channels, and the new feature allows a professional to reallocate a budget if one campaign fails to hit the mark on volume or impressions made. While the feature has the potential to influence greater search engine marketing efforts, professionals need to keep a close eye on the funds so one campaign does not dominate another.
AdWords helps marketers improve their SEM campaigns, but even with new and innovative features, professionals need to understand the tools will work best when combined with other strategies. In the end, marketers must remember the basics of SEM and use all features concurrently to increase impression rates and improve ROI. Marketers who fail to look past new AdWords features won't be able to see how their keywords, target audiences and calls to action all play active roles in the success of a campaign.