Promoted Products have two pacing features available to assist with managing activity spend against monthly budgets.
This includes Wallet Daily Budget and Campaign Pacing, both of which do as their names suggest, enable either daily wallet or daily campaign pacing.
It is recommended that that a single pacing tool be used for each wallet, as both pacing features have been designed to deliver different pacing outcomes.
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Wallet daily spend should be used when you want to control the spend across multiple campaigns linked to that wallet but want to ensure the spend between the campaigns is distributed based on demand for the products.
Campaign daily spend should be used when you wish to only spend a certain amount of budget on any specific campaign.
NOTE - the campaign daily spend set (on a single campaign) will continue to spend at the commencement of a new billing period, unless campaign start and end dates are set.
Wallet Daily Budget is a feature that assists with pacing budgets effectively using wallet level daily spend caps.
Budgets can be managed at a wallet level to pace campaigns more efficiently.
Once the daily budget is met, all campaigns associated with the wallet will stop spending.
New Set wallet daily budgets on new and existing wallets
Daily Pacing
Wallets evenly spend monthly budgets and available balances
Rollover
Unspent daily budgets automatically rollover to the next day.
2.Click the Edit button on the wallet you wish to edit.
3.Tick the ‘Set a daily budget’ box to add a daily spend to the wallet.
4.Add in the desired maximum daily spend amount in the ‘Daily budget’ box.
A daily budget amount will be suggested via the blue tooltip box. The amount suggested is calculated using pacing the current available balance over 30 days.
It is recommended that daily budgets be set at the beginning of the billing cycle, which commences on the 16th of the month. This will allow for pacing of the full wallet monthly budget.
The Daily Budget represents the average amount to be spent each day. A tooltip is displayed when you hover over Daily Budget.
If you set the daily budget lower than the suggested amount, a warning tooltip message will be displayed. The message will advise of the date the available balance will last until, which may be beyond the billing cycle in which the daily spend is set.
Campaign budget pacing is a feature that enables daily spend limit amounts to be set on campaigns, providing greater control of campaign spend efficiency.
When campaign daily spend limits are reached, activity is paused for the remainder of day, delivering campaign level pacing control.
Set daily spend limits at campaign level
Efficiency
Pace monthly campaign spend through daily limits
Within the campaign setup wizard, you can activate a campaign spend limit using one of two options;
Daily spend - the maximum amount you wish the campaign to spend each day
Total Spend - the lifetime maximum spend for the campaign.
The Daily Spend feature replaces the previous spend type option of ‘Always On’, delivering greater control of an ‘Always On budget’ through a daily spend cap.
When a campaign has a daily spend limit set, the campaign is active each day up until the cap spend limit is reached. If the spend limit is reached, the campaign pauses activity for the remainder of the day, reactivating again at the commencement of the next day.
In comparison, if a campaign has a Total Spend amount set, the campaign spend will throttle according to customer search demand, rather than limiting spend to a daily maximum.
Daily Spend Limit - For campaign ‘A’, the lifetime spend you want to assign is $500 over a 30 day period.
To activate this, you would set a campaign daily pacing budget of $166.66
(Total spend divided by total days.)
Total Spend - If you wish to spend $500, and, allow the platform to throttle that spend automatically, you would use total spend as the campaign strategy.
Maximum amount to be spent, unpaced, for the lifetime of the campaign vs.
Spend is paced Spend isn't paced
Campaign activity continues each day and rolls over at the the start of a new billing cycle unless the campaign is manually paused/ended, or, the wallet credit limit is exhausted/removed.
Activity will continue to spend as per search/tile traffic trends until the total spend limit is reached. If the wallet credit is exhausted, activity is paused until the wallet is updated with available credits.
Yes, however, it is recommended that the two pacing controls only be used together if there is one or two campaigns where you want to achieve a more granular level of pacing control.
Does the ‘rollover’ feature work on both pacing controls?
No. The daily unspent budget rollover only works on the Daily Spend Limit pacing feature.
Do pacing settings conclude at the end of a billing cycle?
No. All pacing and spend control settings will carry over into the new billing cycle unless updated at either the wallet level (for daily spend limits) or campaign level for campaign daily spend caps.
