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In Backpack, we provide a wide range of tools to help you efficiently manage budgets and optimize campaign performance. To make the most of these tools, it's essential to understand how we define "budget" at Fluency and how to navigate our budgeting toolset.
In This Article:
What Is a Budget?
What Is a Budget?
An advertising budget is crucial for a successful marketing plan. It helps you make informed decisions and allocate resources effectively for ad campaigns. In Backpack, the term "budget" can have different meanings. Let's explore them:
Applied budget. This refers to an individual budget for a specific campaign or groupings of campaigns.
Total applied budget. This is the total amount of applied budgets assigned to specific campaigns or campaign groups.
Account budget. This is the total budget allotted for a month. Ideally, Total Applied Budget should be equal to Account Budget. If the Account Budget is greater, it means a portion of the budget remains unused.
The image below illustrates the relationship between these three terms:
Where to Find Budget Information
Where to Find Budget Information
Budget-related information, including Account Budget, Total Applied Budget, and Applied Budgets, can be found in different locations within Backpack. Follow the instructions below to navigate to the budget information for a specific account and its associated campaigns:
Account Budget and Total Applied Budget
Go to the top navigation and select Manage.
Choose an Account from the list displayed in the left sidebar.
Note: You can find the figures for Account Budget and Total Applied Budget in the metrics row for the Account.
Applied Budgets
Continuing from the previous instructions, select the Campaigns tab for the Account.
Navigate or swipe right in the list of campaigns to locate the Applied Budget column.
How to Update a Budget's Settings
How to Update a Budget's Settings
Finding the Budget Settings Drawer
To update the settings for a budget, follow these steps:
Go to the top navigation and select Manage.
Choose an Account from the list displayed in the left sidebar.
Select a Budget from the list of budgets associated with the account.
On the right side of the window, select Budget Settings to access the settings.
Make the necessary updates to the budget's settings, and select Save to save your changes.
To close Budget Settings, click the X icon in the top right corner of the drawer.
Options for Updating a Budget's Settings
Expand the rows below for an overview of the different types of settings you can adjust for a budget:
Basic Settings
Under Basic Settings, adjust the following information for a budget:
Budget Type
Monthly: The same budget will reoccur on a monthly basis and will run for the entire month at a set value.
Flighted: Budgets will have start and end dates and run for that duration. If underspend occurs in a month, that amount will roll over into next month's target budget.
Recurring Monthly: The monthly amount for the budget
Budget Start and End Dates: Even if a budget is not "flighted," you can prorate a budget by setting start and end dates.
Advertising Channel: Partner for the budget
Group: Grouping for the budget
Monthly Pacing Plan
In the performance graph below, the x-axis shows the days of the month, and the y-axis represents spend. Here's what the lines in the graph represent:
Plan: The gray line represents the planned spend for the month.
Adjusted Plan: The dotted red line shows any adjustments that might occur as a result of underspend or overspend.
Current Spend: The blue bars show the actual daily spend by the campaign(s) associated with the budget.
Budget Calculations
The budget calculations table is below the monthly pacing plan. It provides helpful data about a budget. For example:
Compared to MTD Target, the MTD Spend gives you an idea if a budget is over or under pacing.
Checking to see when a pacing strategy was changed (Click Show 10 More to see more dates).
The Daily Target value is sent to advertising partners if:
The budget is not on read-only.
The pacing strategy is not set to None.
Pacing
Pacing strategies automatically adjust your daily budgets to spend 100% of your account budget.
Underspend Mitigation
Underspend mitigation automatically addresses any underspend issues as a month progresses.
Strategies for Managing Account and Campaign Budgets
Strategies for Managing Account and Campaign Budgets
Now that you're familiar with the Budget Settings drawer, select a link below to learn strategies for managing budgets:
Pacing
Other Strategies and Tools
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