New Book Release – AdWords For Plumbers

October 28th, 2016

SMS announced that they have released a new AdWords Book for Plumbers. The book is available on Amazon.

Fix Your AdWords Leak: A Plumbers Guide to Google AdWords and Search Engine Optimization – the Kindle Edition

AdWords For Plumbers 2016


Link to the Amazon page for

AdWords For Plumbers

Market On All Platforms

August 19th, 2014

by Bill Millikin of Creative Mills

We see them on TV. We hear them on radio. Those really well produced, entertaining, pricey commercials hawking the services or wares of some huge conglomerate. The question is: Is broadcasting advertising (radio/tv) dead for the little guy? Not according to our happy clients. From Plumbers and HVAC to Restaurants to Auto Repair, small businesses have come to realize the same cold, hard fact. Multi platform marketing that includes TV and radio is not only good for business – it’s mandatory. In this multi pronged marketing world, why would you ignore two of the most used and efficient ways of getting your message out?

Toilet FlushingSure social media marketing is cheap. But alas, you get what you pay for. For example, if you’re Smith Plumbing and you really want to plunge the depths of your local client base, why not spend a few smart bucks on your local NBC affiliate during the current 2 hour nightly ratings hit, America’s Got Talent? Hire an affordable, competitive production company to produce your 30 second spot (Creative Mills Productions), maybe a super catchy jingle (Creative Mills), with a national quality announcer (Creative Mills), and get yourself seen and heard by a loyal, captive, local audience. Few people record AGT, so you won’t have to worry about people fast forwarding past your spot. If you seek out “live viewing events” like this, and do the same on your most popular local Radio Stations during “drive time”, you’ll reach a boatload of new clients and you, Smith Plumbing, will be flush!

Plumbers: Be Thy Self – and Only Thy Self

April 14th, 2014

It seems so easy to enhance your image online by typing out a few glowing reviews – or asking friends or staff to do so. The cost is far greater than the benefit. And, there are far safer, economical ways to accomplish the objective.

Being “thy self” is not psychobabble about being true to your spirit. A few plumbers have destroyed their online reputations by pretending to be customers making complimentary statements on review sites. Gaming the system does not work. Producing or inducing fake positive reviews is a very short-sighted strategy. And, it can create unnecessary legal problems.

The State of New York went after Lifestyle Lift a plastic surgery practice for having its own employees flood the Internet with positive reviews. According to a release from the Attorney General’s office, “Lifestyle Lift employees published positive reviews and comments about the company to trick Web-browsing consumers into believing that satisfied customers were posting their own stories. These tactics constitute deceptive commercial practices, false advertising, and fraudulent and illegal conduct under New York and federal consumer protection law.”

Computers are very smart machines. They discern patterns of behavior and track the source of input very accurately and a million times faster than the human brain. This makes it extremely difficult to beat the system.


The term “astroturfing” applies to businesses that create fake comments online to improve their image to readers. Google+, Yelp and most of the other review sites have built in systems to catch fake reviews and have a process of punishment in place. As in the case above, civil penalties can be issued by various state or federal agencies, as well.

The Federal Trade Commission has issued clear guidelines for the use of consumer reviews in online advertising. The fact is that most business owners, when asked, never considered online reviews to be advertising in the first place. The FTC sends the clear message to business owners that they must “follow the principles of truth in advertising” when using online reviews to promote their businesses.

The Sneaky Attorney General

Attorney General, Eric Schneiderman of the State of New York decided that online reviews were a matter of public interest and safety. He set up a sting where he would locate businesses willing to pay for positive fake reviews to be written. Under the theory that such actions constituted false advertising, he prosecuted 19 businesses and imposed $300,000 worth of fines.

Inherent Negative Bias

The challenge for business owners is the system is inherently negatively biased. Plumbing customers call on a trusted plumber and simply expect good, professional service and, with rare exception, receive it. When they don’t (or perceive that they don’t) they tend to get motivated to speak up online. This can be very damaging to a business. A single negative review which is visible above dozens of positive ones can cost you a prospective customer – or several.

It is this negative bias that is the foundation for the solution we provided by reputation management companies. The consumer is asked a few questions to determine a customer’s satisfaction with the transaction experience. If the customer is not happy, the system generates a text message to a responsible person at the business – perhaps the plumber or office manager – so immediate action can be taken before the customer is motivated to share their less-than-happy experience online. In the majority of situations when the customer has something nice to say, the system guides him or her to posting it online.

Playing by the Rules is Actually Easier

The whole review process is set up for consumers to have truthful information about companies with whom they may do business. Good, solid business owners need only have a way to get customers to do what they tend to do any way – say nice things. Skirting the law to scam the system is a short-sighted strategy.

This article is part of a series dealing with the new relationship between service professionals and their necessary connection to the Internet and online exposure.

Roger McManus is a principal at Mpact Magic (, a reputation management company that focuses on the service industries. Roger is the author of Entrepreneurial Insanity (Amazon) directed at small business owners who are stuck as the hub of their business’ wheel.

Plumbers: Claim Your Stake for Free

February 5th, 2014

Your business is being graded online whether you get involved or not. Getting involved costs nothing – unless you don’t.

Leaving Money on the Table

Except for getting customers or informing existing customers, plumbers have little to do with the Internet. But, wait! Without getting new customers and communicating efficiently with old ones, what else is there? Well, there is turning the wrench, but for whom?

I would have to say that the one thing that has struck me as an entrepreneur is the number of dollars service technicians tend to leave on the table out of simple lack of awareness of how much the world has changed when it comes to professional services marketing. This seems to be particularly true of second-generation operators who inherited a flow of customers and simply never gave it much thought.

What I am going to share with you costs you absolutely nothing. And, easily 80 percent of service professionals have done nothing to collect this free gift from the Internet. In a nutshell: Register your business on the dozens of websites where prospective customers look for you.

Stake Your Claimplumber-wrench

For service professionals who are our clients, we, of course, do this for them as part of our service. But, as I said, it costs you nothing to claim these sites yourself. It takes a little time and effort, but it is a worthwhile investment. For service companies there are about a dozen critical sites and about fifty more sites that will add to your overall visibility, though they have less consumer traffic.

What so few people realize is that being listed BY Google is different than being listed ON Google. Google+, while certainly important, is only one review site. On the other hand, Yelp, CitySearch, RankMyDentist, Healthgrades, Yellowpages and dozens of others are review sites that Google finds and lists in search results.

It is theoretically possible to put the words “plumber” + {any town] in a Google search and show up in all ten organic positions (this excludes the Map, of course where you can be listed only once). Besides your Google listing, you can be found on many other sites on the first page of Google.

It's possible to be listed multiple times in local plumber listings.

Right or Wrong, Be Consistent

As you are claiming your position on these sites, it is important to do Google+ first. Be careful about how you establish your name, address and phone number in Google+. Then match precisely what you put in Google on every other site. This means if you show up in Google+ as 123 Main Street, you do NOT list your practice in Yelp as 123 Main St. There is no right or wrong, but always be consistent.

Further, never use a tracking number in any online listing. The very nature of tracking numbers mean that they must be different. Consistency is the name of the game.

One thing to be careful about for those of you who have no physical address (one where someone could come knock on your door) is to read the Google+ listing process carefully. Google likes to only put businesses on its map to which a customer can actually go to for the transaction. You could find yourself banned for violating Google’s Terms of Service if you list your home address – even if it is where you answer the phone for the business.

Hopefully this article has spurred your interest in getting more online exposure for free. If you would like a list of the key review sites at which you should register including those specifically for the professional services trade, simply send an email to with “Site Claiming List for Plumbers” in the subject line and we will send it to you for free.

This article is part of a series dealing with the new relationship between service professionals and their necessary connection to the Internet and online exposure.

Roger McManus is a principal at Mpact Magic (, a reputation management company that focuses on the service industries. Roger is the author of Entrepreneurial Insanity (Amazon) directed at small business owners who are stuck as the hub of their business’ wheel.

SMS Adds WordPress Design & Maintenance Services

June 20th, 2013

Systems & Marketing Solutions announced the addition of WordPress Website Design Services under the SMS Design Lab brand. Dana Simonsen who recently joined SMS as a full-time web designer specializing in WordPress will be the lead Designer. She graduated from UC Irvine in 2009 and recently completed a Certificate Program at Cuesta College in Web Design Technologies. Dana will work closely with the AdWords and SEO Experts to provide the wide range of expertise needed to develop first class websites that produce real results.

Bob Dumouchel, CEO of SMS, stated that: “SMS is headed on a path to provide a full range of Internet Marketing Services with a number of additional services planned over the next few months. Finding a designer is fairly easy but finding site maintenance can be difficult. Finding designer services that are part of a team with PPC and SEO experts is exceptionally rare. Websites require continual tuning to remain competitive and they have to be thought of as a process not a project. You should never stop competing and your website has to continually evolve to win the game.”

For more details on these services visit WordPress Design Services

Focus On the Fundamentals for Marketing your Plumbing Business

February 12th, 2013

As I talk with Plumbers & Plumbing contractors across the United States I have come to realize that a vast majority of you tend to skip strait past the fundamentals of your marketing strategy and want to go strait to tactics (SEO, Pay-per-click adverting, YellowPages, Direct mail, etc).

So what do I mean when I say “Fundamentals”? Well, all marketing has 3 core components:



  1. Message
  2. Market
  3. Media

You have to have a unique “Message” (who you are, what you do, what makes you unique, and why someone would hire you rather than some other plumber) a specifically defined “Market” (who you sell to and who your BEST customers are) and THEN look at “Media” (where you can reach those BEST customers). The tactics (Pay-per-click, SEO, Social Media, Direct Mail, etc) fall into the “Media” category.

If all you do is focus on the Media or Tactics you will probably fail regardless of how well selected that Media is. With that said, you need to go back to the fundamental. You need to invest the time and energy to flesh out your “Message” and figure out who your “Market” is. By doing so, ALL of your Media choices will be vastly more effective. So how can you do that?

Spend a few minutes and THINK. Take out a scratch pad and answer these questions:


  • What do I do that is unique and different then my competition? (Maybe you offer a guaranteed time frame for your appointments. Maybe you offer written estimates prior to starting work and promise to stand by that estimate. Maybe you offer a guarantee for all your work and will repair any issues within a 1 year period after the work is complete. Maybe you have recognized that people want to meet with a Clean, Profession & Curious Plumber so your technicians are always dressed with crisp clean collared shirts.)
  • If you think about the psychology of a customer, what concerns or apprehensions do they have about hiring a plumber? (They won’t show up on time. So I will probably have to waist the whole day waiting around for them. The are going to be a crude mess and leave my place dirty. They are going to give me one price over the phone, tell me one thing when I get to the house and then charge me something VASTLY more once all is said and done.
  • How can you address those common concerns that your customers have in a unique way.


  • Who is my ideal customer (Please realize that it’s not every one in your city and not everyone within a 25 mile radius of your office). You need to be more clear than that.
  • Take a look at your last 25 customers and evaluate who spent the most, had the highest profit margins and was genuinely pleased with your service.  What are the unique characteristics of those good customers? Are they home owners vs. renters? Do they live in a particular area of town? Do they have a higher income level?
  • Start to define who that idea customer is so that you can put a marketing plan in place to attract more of those idea customers.

Once you have fleshed out your Message and your Market then you can start to think about Media. In order to determine what media will be most effective for you need to think about where you can reach that IDEAL customer that we defined above.

  • If it is home owners over the age of 55 that are home owners…maybe the YellowPages is still a viable media.
  • If it is home owners that are higher income then maybe Angie’s list is a great play for you.
  • Maybe it’s new movers (people that just recently moved into your community). If that’s the case then direct mail to the new movers list could be a great play.

Remember, you need to start with the FUNDAMENTALS (Message, Market & Media) before running headstrong into any marketing endeavor.

About the Author: Josh Nelson is a guest blogger on our website and is the CEO of PlumberSEO. His specialty is in SEO for the Plumbing Industry and we work with him on several accounts.

Plumber AdWords Secrets – Negative Keywords

January 30th, 2013

Everyone knows what keywords they want but they rarely consider the words they DO NOT want. Proper negative keyword management is often the key to unlocking the full potential of your AdWords Account.

Most keyword models will attract some traffic that is not related to your business. Keywords often cross into other industries and niches or end up with a modified intent depending on how the word was used in a query. This is usually not a surprise, but sometimes you’ll find out about a whole new subculture that uses your keywords after you start your account. For example with a home restoration company we work with we were fully prepared to defend against car and art restoration searches. We were not however expecting below the belt body part restoration! In another client it has taken 600+ negative keywords to get down to the traffic we really wanted for one positive keyword.

Impressions are NOT Free!

Some people think this is no big deal since the downside is that your ad shows up when it really does not fit. Their thinking is that this is pay per click so who cares? Well you should. What happens is that your click through rate is lower than it should be because the ad is off topic. This results in a low quality score which causes you to have to pay more for the clicks you buy. Remember that your ad rank is your bid times quality score so it does count. The end result is that there is a hidden cost in the formula for impressions. This is why you care -because it costs you money.

With Power comes Danger

Negative Keywords are a very powerful tool in AdWords and done properly they are the reason that paid traffic is generally better quality than organic. On the organic side you compete only for the keyword with no negative consideration so the traffic is a little sloppier. Negative keywords are also dangerous because unlike positive keywords there is currently no report on the search queries that were impacted by the negative. It is very easy to have a negative word removing good traffic with no real way to know this. I have been asking every Googler I meet for a negative keyword search query report for as long as I can remember but for some reason it just never has happened.

Qualifier Types

When you start to think about negative keywords you have to look at the goals of the website and generally what we find is that search queries have a base concept with various qualifiers. In a broad sense we often find that the qualifier moves the word into general classifications. While the qualifiers vary some of the common ones are products, services, employment, physical location, and DIY. In most cases a business will only want a subset of a base concept.

For example a plumber might want the word “Plumber” but a qualifier could make this a bad search term. For example “Plumber Manual” is probably DIY (Do it yourself) traffic and “Plumber Supplies” is probably a product search and “Plumber Los Angeles” with a geographic location is exactly what the plumber wants from that word. The challenge is when the search is just “Plumber” and here you have to guess if the service classification is a high enough percentage of the searches to make buying the broader term a good deal for the business.

Sources of Negative Keywords

There are lots of sources for negative keyword ideas starting with the SQR (Search Query Report) in AdWords. This report shows the search terms that matched the keywords and it’s a great source of new keywords and negative keywords. I normally download the entire report and add a column for the negative terms and the start the review. This way I can sort by the negative keyword column and grab those and copy them back to the system.

The other tools I like to use for developing my negatives are Google Search and Google Trends. In search I run the base concept without a qualifier and I look for words that I would not want in the snippets. This generally picks up the easy ones and the ones that are most likely to create the most bad traffic.

In Trends I look at the related terms for traffic I am not interested in. With the word plumber for example we find lots of traffic for Joe the Plumber and since this is a political term from the 2008 election it is not likely to be good for my plumber clients. So Joe becomes a good negative word. When you look at the history you can see when that was really a big problem in 2008 but now it’s a much lower level problem.

Pick a level – Pick a method

Negative keywords can be implemented at the campaign or adgroup level and that can be done with individual words or lists. I favor the lists because it simplifies the maintenance but sometimes you need the control of the individual words. With word level control I can exclude Joe in one ad group but keep it in another. For example if I have a group targeted at my competitors and I have one whose name contains Joe or Joseph I certainly do not want Joe as a negative in that Adgroup but in general plumbing keyword I probably do.

Lists are newer in negative keywords but they have been around for over a year now. One list that I almost always have is an account wide negative. These are terms that I do not want anywhere in the account and common entries here are things like free, spam, cheap, but one persons trash is another’s treasure so if your offer is free make sure that’s not in your negative list. The cool thing about lists is that you can attach them to as many campaigns and adgroups as you want and you enter a new word once and everything thing is done. Adding keywords direct at the campaign or ad group means that a universe negative has to be entered many times and the risk of error grows with the complexity of the account.

Pick a type

Negative keyword come in broad, phase, and exact but they do not operate the same as the positive keywords of the same type. For example a broad positive keyword will jump to its plural form, stems, word order, just to name a few. On the negative broad it is limited to that keyword and the word order. If you want the plural and singular form excluded then it is two keywords. We suspect this is because in positive keywords Google benefits from the liberal matching but in negatives they do not. So as they say in Vegas the house or in this case Google always wins.

I could go on for days on the finer points of negatives but I will close with just a few words – Marketing is a game of inches and negatives are one of the key tools you have to beat your competitors so learn, experiment, and great things will happen.

Google Places is Now Google Plus Local: What Changed?

October 30th, 2012

This summer, 80 million Google Places pages worldwide were automatically converted into 80 million Google Plus Local pages.

What changed? Overall, listings are more dynamic and visual, and local search got a lot more social. Results include reviews from Zagat, as well as ratings and comments from friends.  Notable changes include the integration and free availability of Zagat archives, and a “Circles” search filter to find reviews and recommendations from friends.  Also, Google’s five star ratings were replaced by the more comprehensive Zagat 30-point rating scale.

Great news for search engine optimization (SEO), unlike Places, Plus Local business pages are indexed, meaning they appear when Google users search for a local site using Google Search or Google Maps.

Plus Local listings are also more versatile and social; local businesses can develop followers and message them, and experience the kinds of social interactions available on Facebook and Twitter.  In fact, word-of-mouth marketing reaches a new height with Plus Local.  The “Local” tab in Google Plus takes users to a personalized local homepage, which offers a mix of popular, social and recommended businesses. The same two people in a given market won’t see the same page, though aspects of it may be the same.

These are major changes from Google in the world of local search — for both consumers and marketers. People will be able to search Google as they have in the past but receive the benefits of visually richer results and trusted word-of-mouth.

Plumbing contractors especially need to adapt to the recent changes as Google Maps remains the most prominent and frequently viewed section on results pages for “Your City + Plumber” keyword searches.

Other Plus Local benefits include:

  • It’s free.
  • Google users can find your business via mobile phone.
  • Stand out among the competition.  Only 20 percent of eligible small businesses have claimed their listing on Plus Local. By claiming your listing you greatly increase your ability to stand out in the Plumbing online search space.
  • Learn more about your customers.  Google Analytics tools measure data about consumer behavior you can use to improve your services and keep customers happy.

How does one create a local listing that delivers the biggest return for your business?  Here are some tips:

  • Pay close attention to cover and profile photos.  Use your company logo as your profile picture. Make sure it has a resolution of at least 72 dpi and is the correct size and shape (at least 250 pixels x 250 pixels) so it’s not grainy or distorted.
  • Write a killer introduction.  The introduction, which appears on the “About” tab, is your opportunity to speak directly to your audience.  Here’s a great example from an Plumbing contractor out of Omaha, Neb.:

Omaha’s leading provider of quality plumbing, drain cleaning, bathroom remodeling &  major appliance repair. We offer these services “as needed” or service agreements/home warranty and your satisfaction is 100% guaranteed.

  • Make sure your page is 100 percent complete.  This is the simplest and most important thing you can do to optimize your Plus Local page.  Complete all text fields —even ones that aren’t required, particularly E-mail Address, Website URL, Description and Categories.
  • List your business on other directories.  Google scans the web for information about your business from a variety of third-party sources such as Yellow Pages. The more mentions you have, the more content Google has to work with, and the more authority your Plus Local listing holds. The more credible your business looks, the more likely your listing will appear on the top results. Several top directories include: Yelp, Bing, Yahoo, BizJournals and CitySearch.
  • Encourage customers to write reviews.  A challenging but effective way to boost a page’s position is obtaining customer reviews.  Develop a habit of asking customers to post reviews.  If you decide to reward posting reviews, it’s important to stress you don’t require a positive review — which classifies as a bribe.  Do not under any circumstances write bogus reviews and submit them under a pseudonym.
  • Upload images to your page, lots of them.  SEO analysts documented a strong correlation between a page’s ranking and the number of photos and videos.
  • Add offers.  This provides an incentive to call you rather than the competition.  A few tips:

o   Make sure offers comply with Google’s Offer Guidelines

o   Be generous

o   Always identify the value the customer is receiving

Plus Local is a free resource that helps consumers find businesses online, drives more traffic to local business websites, provides opportunities to stand out in a crowded marketplace, delivers insight into a company’s customer base, enables customer engagement via a variety of media platforms and ultimately boosts overall profitability.

About the Author:  Josh Nelson co-founded Plumber SEO and has more than 13 years of experience in internet marketing, search engine optimization and social media management. For more information, call Josh Nelson at 866-610-4647 or visit

Despite All My Variant Rage, I Am Still Just A Link on A Page

October 8th, 2012

The Variant matching option is a vampire, set to drain the money from your budget and benefit Google and no one else. With all apologies to Billy Corgan and the Smashing Pumpkins, one of the keyword matching “improvements” introduced over the last few months has caused me to channel my 90s grunge based angry inner-child.

Various matching options (Broad, Phrase & Exact) have always allowed for advertisers to control the quality and quantity of the traffic they purchased. Broad match keywords only require that part of the user’s search query match to your keyword.  Phrase match keywords, indicated by quotation marks, require a search to contain the given keyword in order at some point in the search. Exact match keywords, denoted with square brackets, requires the search to be exactly the same as the keyword.

A few months back they introduced a new option to phrase and exact match keywords that is known as close variants. Based on Google’s official documentation regarding this option written prior to its release, “phrase and exact match keywords will match close variants, including misspellings, singular/plural forms, stemmings, accents and abbreviations.”  In reality this attempts to turn phrase and exact match keywords into glorified broad keywords in an effort to leave no money on the table at the end of the day. The detail Google is hoping people will gloss over is the concept of close variants. Our concern with the documentation is that beyond the basics there is no further clarification on what constitutes a close variant. Basically it is up to Google to determine this. Google’s loosely defined rules are a concern to us because they are focused on making themselves money which means spending yours. Close variants reduce the control of advertisers in regards to the quality of traffic they are receiving from AdWords.

Google says that they believe “these changes will be broadly beneficial for users and advertisers”. From what we have seen, the best case scenario is that account performances remain within historical ranges (i.e. no substantial improvement credited to close variants). The worst case scenario is Google picks up close variant traffic that isn’t actually good for you and it leads to an increase in Conversion costs.

For AdWords advertisers this new feature was automatically added to all accounts and you have to opt out if you don’t wish to be affected by it. The good news is that it’s not too difficult to turn off this option although you need to know where to look because it is hidden pretty well. To get to this area, you need to go to the Settings tab for the campaign(s) that you want to opt out of this setting for.  After doing this, you need to scroll to the bottom of the page and open up plus box for Keyword Matching Options which will open the following prompt.

click for full size

To opt out of the settings, choose the “do not include close variants” option, ignore the last resort guilt trip, click save and get your phrase and exact matches back.

AdWords New Shared Budget Feature

October 8th, 2012


In Vegas the house always wins and so it is with many new Google AdWords features. Google’s newest budget tool fits this model quite nicely. Google rolled out a new Budget feature in AdWords that provides budget control over a collection of campaigns. Initially, we were excited that this would solve some of our budget dilemmas, but as we dug deeper we realized that it still has limitations.

The feature is found in the Shared Library tab on the left side of Adwords. Click on Budgets and there’s a button labeled +New Budget. Name your budget, set your budget, and then apply it to any or all of your campaigns. Google makes it pretty simple to set up. Undoing a budget isn’t quite as easy. One would think that deleting the shared campaign would do the trick – it doesn’t  You can’t delete a shared budget as long as a campaign is applied to it. Before you delete a Shared Budget, you must opt out all campaigns from it. To opt out a campaign of the Shared Budget, click on your campaign and click the Settings tab. Go to your Budget, edit and select the Individual Budget button. Enter a daily budget for that campaign, save, and that campaign is out of the shared budget.  It seems odd to us that Google did not bring all the budget setting tools together in one place, but for now these are separately maintained.

When Google rolled out this new feature, the way it was described was that if one campaign didn’t use its daily budget, the remaining budget would go to a campaign that had spent its budget. This seems like a great idea…but alas it has flaws. When you set up a Shared Budget it deletes the original budget. Now the system doesn’t know what you want that campaign to spend. So, you ask yourself, how does AdWords allocate the budget if it doesn’t know what the budget is for an individual campaign? Here’s where Google gets mischievous. We had to call Google to clear up this question. They told us that the allocation was based on “performance”. Well, “performance” is basically first come first served. If you group a very strong campaign with weaker ones in a shared budget that strong campaign is going to overrun your weaker campaigns and make it difficult for them to get traffic. Who does this scenario benefit? Just Google.

There are a couple things to keep in mind when playing with this feature. If you have a very strict budget, don’t activate the shared budget in the middle of the day. AdWords will assume you haven’t spent any money that day, and it will start off at $0. One side product of a shared budget is the ability to adjust bids past the original campaign budget. For example, if one of your campaign budgets is set to $10, the highest your bids could be set at is $10. Under a Shared Budget, you could set bids past that $10. If you need to bid higher than $10 to be competitive in your market, it’s a nice by-product of a Shared Budget but probably not worth it.

If you use your budgets to control the blended CPA cost then you need to stay away from this feature.  As with most new features that Google rolls out, this new feature is there to make them money. You don’t have a campaign spending its budget, Google has a solution. Spend that money somewhere else! Just keep in mind a campaign that spends its budget slowly will get even less traffic under a shared budget. Google won’t tell you that however, they’ll just keep running your credit card.