Budget optimization
If your campaign generates conversions within the target CPA or cost revenue ratio but hits the budget limit, set up automatic budget increases. This helps ensure you don't miss out on extra conversions while keeping manual adjustments to a minimum.
Limitation
Note that budget adaptation isn't available for app promotion or messenger ads.
How it works
Your budget will increase by your specified percentage next calendar week if the campaign meets all conditions from the previous week:
- The campaign spent over 90% of its weekly budget in the previous week.
- Your actual CPA or cost revenue ratio doesn't exceed the target value you specified in the campaign settings.
- You didn't make any changes to your campaign settings the previous week that could reset the strategy or restart your budget spending.
Warning
Budget adaptation builds on previous increases. If your budget was increased the previous week and adaptation conditions are met for the following week, the budget for week three will be based on your updated higher budget.
If the actual CPA or cost revenue ratio exceeds the target value in any given week, budget adaptation will pause at the current level and resume only when all conditions are met again.
Example
You've specified a weekly budget of ₽50,000 and a target CPA of ₽500. You've set budget adaptation to 20%.
Week 1: You don't make any strategy changes, and the campaign spends its full ₽50,000 budget while bringing in 110 conversions. The actual CPA is ₽454.
The conditions are met: the budget is spent, and the CPA is below the target. The budget increases to ₽60,000 the following week.
Week 2: The campaign spends ₽60,000 and generates 125 conversions. The actual CPA is ₽480.
The conditions are met again, and there's a CPA buffer. The budget for the following week builds on the updated amount, going up another 20% to ₽72,000.
Week 3: The campaign spends ₽65 520 and generates 130 conversions. The actual CPA is ₽504.
The conditions aren't met: the campaign has spent more than 90% of its budget, but there's buffer for the cost per conversion. As a result, the budget doesn't increase and stays at ₽72,000 during the following week.
Changing the budget via the Budget adaptation setting doesn't trigger strategy retraining or restart campaign spending.
How to configure
In a unified performance campaign, this feature works with the "Maximize conversions" strategy in four setups:
- Pay-per-click with spending capped by average CPA.
- Pay-per-click with spending capped by cost revenue ratio.
- Pay-per-conversion with spending capped by CPA.
- Pay-per-conversion with spending capped by cost revenue ratio.
Limitation
This setting isn't available for portfolio strategies yet, but we plan to add support for them in the future.
To set up budget adaptation:
-
Under Strategy, open the advanced settings.
-
In the Budget adaptation field, specify the percentage by which the budget can increase. Make sure this value is at least equal to the cost of one conversion specified in your strategy settings so the campaign can drive extra conversions. We recommend setting it to at least 10%.
You can also set up budget adaptation in Direct Commander.
In the Campaign Wizard, budget adaptation supports the "Maximize conversions" strategy under these two options:
- CPA set to "Weekly average".
- CPA set to "Fixed".
To set up budget adaptation:
- Under Weekly budget, go to the Budget adaptation settings.
- Specify the percentage by which the budget can increase. Make sure this value is at least equal to the cost of one conversion specified in your strategy settings so the campaign can drive extra conversions. We recommend setting it to at least 10%.
How to check if budget adaptation was triggered
- The weekly budget updates in your strategy settings.
- The budget change appears in the changelog.
- On the Campaigns page,
appears next to the name of the campaign.
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