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Budget pacing in digital advertising involves managing and spreading out your advertising budget over a set period, typically a month. The goal is to control the pace of your spending, ensuring that your budget lasts for the entire campaign. Learn how to customize your pacing preferences below.
In This Article:
Budget Pacing Preferences
Budget Pacing Preferences
Backpack offers multiple options to achieve your ideal budget pacing:
Let's look at how to use each of the pacing preferences:
Pacing Strategy. Most budgets use an "Even" pacing strategy, spending about the same amount every day of the month. If you have different needs, discuss with your Advertising Engineer which is the right pacing strategy.
Target Full Spend. Select a time in the month (represented as a percentage) to spend the full budget. This helps speed up spending or mitigate underspending. For example, targeting full spend at 75% will adjust pacing accordingly to spend the full budget by around the 23rd of the month.
Pause Campaigns When Exhausted. Automatically pause campaigns once the budget is spent.
Allow Reallocation. Move budget to improve spending and boost the performance of top-performing campaigns.
Prorate Budget Amount. With this option enabled, the total budget is divided evenly for the remaining days of the month. For instance, a $100 budget starting on the 15th will be prorated to $50 by the end of the month.
Partner Allocations. Allocate a percentage or fixed amount to distribute between channels.
Temporary Budget Adjustment. Make specific budget changes until the end of the month without affecting pacing. The budget will revert to the previous amount in the next month.
Where to Set Budget Pacing Preferences
Where to Set Budget Pacing Preferences
To update the pacing preferences for a budget, follow these steps:
Go to Manage in the top menu.
Choose an account from the list.
Click the Budgets tab, and select a budget from the list associated with the account.
On the right side of the window, select Budget Settings to access the settings.
Scroll to the Pacing section, and adjust your preferences.
Select Save to save your changes.
To close Budget Settings, click the X icon in the top right corner of the drawer.
Tracking Monthly Budget Pacing
Tracking Monthly Budget Pacing
To see how a budget is pacing:
Go to Manage in the top menu.
Click on an account from the list.
Click the Budgets tab, and find the Pacing column in the budget table.
(Optional) To identify budgets that aren't performing as well, click the filter icon to sort your budgets by ascending.
Note: The Adj. Pacing column shows a percentage relative to a selected pacing strategy. For example, if you have "Strong Start" selected as a pacing strategy, the adjusted pacing could be 100% at the beginning of the month, but more than 100% in the pacing column.
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