BudgetMoney to what works
AdBuilder watches where your budget is constrained or leaking and proposes adjustments:
- Raise budget on profitable campaigns, but only if your CPA is expected to rise by no more than about 10%. That way you grow without every extra conversion suddenly becoming much more expensive.
- "Losing impressions due to budget" appears when a campaign has at least 10% lost impression share due to budget: potential impressions you miss purely because the daily budget has run out.
- Trim or pause expensive or non-converting campaigns (0 conversions with rising costs).
- Reallocate budget between campaigns, and adjust a monthly budget running too fast or too slow.
Budget capThe only threshold you set yourself
Most thresholds are fixed, but you control the budget monitor per account. You set a monthly cap (the maximum amount you want to spend per month) and the allowed deviation as a percentage. If your spend goes outside that, AdBuilder reports it, so you can adjust in time.
BidsSmarter bidding per context
At the bid level, AdBuilder can, among other things, calibrate your target CPA or ROAS, propose a switch to Smart Bidding, and recommend bid adjustments per device, location, time of day or demographic. A seasonal adjustment or the exclusion of contaminated data during tracking outages can also be proposed. These recommendations lean on conversions, so they only run if your conversion tracking is on.