How to Apply & Optimize with the Weekly Budget feature
The "Weekly" budget option allows more flexibility in spending the set budget efficiently. By allowing more flexibility in spending the daily budget, the campaign is able to take advantage of the different opportunities presented with RTB (real-time bidding). Enabling this option allows an increase or decrease in spending based on the day of week along with real time bidding to optimize the campaign's performance.
The "fixed" and "custom" daily budget options will ensure that the daily spending does not exceed the daily budget that has been set. However, the "weekly" budget option may spend more than the daily budget option if there is a better bidding opportunity.
The daily spending is adjusted within the limit of up to 150% of the average daily budget that is set by dividing the weekly budget by 7.
- For example, if your weekly budget is set to $700, the campaign may spend up to $150 on certain days to increase performance. However, the total budget spent per week will not exceed the weekly budget. The weekly budget is recalculated on 11:59PM every Sunday.
Example: If your weekly budget is $700, the average daily budget is $100. Spending will not exceed a total of $700 in one calendar week. Some of those days we may spend up to $150, and some days we may spend less than $100. This chart gives a simplified example of how we might spend total budget of $700. The solid blue line shows the overall trend of daily spending. The stars represent the actual budget spent on a given day, which adds up to $700 and averages out to $100 per day
Campaign Budget Changes During the Week
- For example, if the weekly budget is set to $700 from Monday to Wednesday and the budget is increased to $1400 on Thursday at 12:00AM, the new weekly budget for the remaining days of the week will be reset to $800 (=1400/7*4). Regardless of how much the campaign has spent prior to the change (Mon-Wed), the campaign will not spend more than $800 for the remainder of the week (Thu-Sun).