Budgeting (Account Settings)

Updating an Approved Account Budget

Change your account budget using one of the following options:

Option #1:

1. Navigate to the Budgeting tab inside of Account Settings for the account you want to update. 

2. Enter a new amount in the Approved Account Budget field. The individual budget amounts will automatically scale up or down based on the amount entered.

3. Click Save. 

Option #2:

1. Enter new applied budget amounts under the Updated Budget Amount header.

2. Click the Sync Approved Account Budget button to update the account budget to match the total of all your applied budgets.

3. Click Save.

Monthly budgets change often. With this in mind, you can set the next month's budget at any point during the month, and the new budget will automatically apply at the start of the new month. If the new total account budget doesn't match the total active applied budget, all active individual applied budgets will be auto-scaled so that the account budget equals the total applied budget.

If you want to customize how and when budget reallocation recommendations are generated, you can configure the settings to override the default values. Note that all fields are optional. Here's how to locate the budget reallocation settings:

1. Go to Manage in the top menu in Backpack.

2. Choose an Account from the list.

3. Click Account Settings on the right side of the screen.

4. Scroll to the bottom of the drawer, and click + Apply Custom Reallocation Strategy.

5. Select your preferences:

Basic Configuration

• Minimum Budget Amount for Reallocation. Set the minimum amount that can be reallocated from or to an individual budget (fixed dollar amount). The default value is $50.

• Max Budget Movement. Set the largest amount that can be reallocated from or to an individual budget (percentage). The default value is 30%.

• Stability Period. Set the number of days before Backpack provides reallocation recommendations. The default value is 7 days.

• Auto Apply Delay. If Auto Apply is enabled in Recommendation Policies, you can introduce a delay before a reallocation takes effect. This allows you time to review the recommendation manually.
  Example: If you set an Auto Apply Delay of 3 days, the system will wait for three days after the Stability Period before implementing the reallocation.

• Round to Specific Multiple. Use this option to round the reallocation amounts to specific multiples. For instance, if you enter 1, it will round to the nearest dollar. If you enter 5, it will round to the nearest $5, and so on.

Metric Priority

• Prioritization Metrics. The default prioritization for budget reallocation is cost per conversion, conversion volume, and cost per click (in the absence of conversions). However, you can add prioritization metrics to modify the default order. Follow these steps:

  1. Click + Add Metric and select the desired metric from the dropdown menu. 

  2. Optionally, enter a Rounding value. See Round to Specific Multiple above.

• Target Metric and Value. You can use the Target Metric and Value settings to optimize for a specific metric and value. This serves as a secondary optimization to keep a secondary metric in check. For example, if your priority metric is cost per conversion but you want to optimize toward a cost per click (Target Metric) of $5 (Value), you can set this configuration to ensure you get closer to the $5 CPC goal. Note that profitability is a pre-defined percentage and should be discussed with your Advertising Engineer.

Note: To access the budget reallocation settings at the customer level, navigate to Settings & Tools > Customer Info > Budget Reallocation.