Best Practices: Campaign Budget Optimization

Managing campaign performance across multiple campaigns and audiences can be time-consuming and inefficient. We have done extensive internal experimentation to develop and hone models to understand the optimal bid price and time to maximize campaign output. You can leverage this knowledge in the Quantcast Platform for Marketers by using the Campaign Budget Optimization feature.

Industry Challenge

There are several challenges associated with manually optimizing campaigns, such as:

• How time-consuming performing manual campaign optimizations can be. As your list of accounts/campaigns grows, researching and executing on the desired campaign optimizations can take an outsized amount of time.

• How reactionary manual campaign optimizations are. Quantcast’s technology can see trends and acts in real-time mitigating the latency associated with data collection, analysis, and execution. 

The Quantcast Solution

To combat these inefficiencies, Quantcast offers the Campaign Budget Optimization feature.

• Campaign Budget Optimization allows you to leverage Quantcast’s ability to dynamically optimize campaign budgets across multiple ad sets to make the most efficient use of budget geared toward driving the best possible outcome (e.g., CPA) as defined by the campaign goal.  

• Dynamic budget allocation helps reduce time/labor spent by your team manually managing budgets across ad sets.

• When Campaign Budget Optimization is toggled on, daily budgets will be defined at a campaign level rather than the ad set level

Some limitations of CBO:

• Campaign Budget Optimization improves efficiency only when a campaign includes more than one ad set.

• Campaign Budget Optimization is not advised if you have specific daily/monthly budgets that you need to deliver for a specific ad set.

• Campaign Budget Optimization will not compensate for any days it under delivers. It will continue to try to hit the daily budget allocated. For example, if your ad set has a daily budget of $1,000, but for that day we only hit $800, our model will not reallocate the remaining $200 to the next day. We will continue to try to hit the $1000 daily spend goal.

Enable Campaign Budget Optimization on Existing Campaign

Hover over the desired campaign, click the three-dot icon, and select Edit. Click the Campaign Budget Optimization toggle to On and input the desired daily budget ($100 minimum daily budget).

To learn more about how to edit your campaign, click here.

Enable Campaign Budget Optimization on New Campaign

When creating a campaign, click the Campaign Budget Optimization toggle to On and input the desired daily budget ($100 minimum daily budget). If applicable, schedule the campaign's start date and end date.

Note: Campaign Budget Optimization only works if your ad sets are running "daily" budgets.