Pay-per-click professionals understand that the only constant in digital advertising is change.
Every new account you manage will have a different set of goals, campaign types, metrics, and budget targets. If that isn’t enough variety, ad networks release new features, adjust ad types, and deprecate settings on what feels like a daily basis.
Shape is built around the idea that a PPC management platform should be flexible enough to adapt to the unique needs of our customers and their clients, not the other way around. Our three-part blog series will highlight how you can customize our platform to your team’s specific needs, starting with PPC advertising Budgets.
Budget Designer: A Core Feature at the Heart of Shape
No two PPC accounts or campaigns are the same, nor should they be treated as such. An account could have:
An overall spend limit for all PPC campaigns that cannot be exceeded
Individual spend targets for Google Search, Google Display, Youtube, Bing Search, and Facebook
Several weekly promotions per month
Shape was designed to give PPC teams total control over how they group, monitor, and optimize advertising campaigns from multiple networks in one platform.
Using Budget Designer, PPC team members can group campaigns into Budgets (custom campaign groups that share a goal and a target spend). Shape makes it easy to track how Facebook, Google, and Bing campaign spends all track toward one spend goal. Or, campaigns can be split into individual Budgets each with their own unique spend targets.
During setup, advertisers choose between setting a repeat or one-time budget, the duration of a budget cycle (the period of time campaigns have to reach their target spend), and the day the budget cycle begins.
But, Shape isn’t just for grouping advertising campaigns together for easier spend and performance reporting. Our software also offers three powerful tools to automate ongoing PPC budget management.
Have you ever overspent a client’s target budget because of the volume of clients or ad campaigns you manage? AutoPilot is your insurance policy for never overspending again. AutoPilot pauses a Budget’s campaigns when it reaches its spend cap. Campaigns will automatically turn back on at the start of the next budget cycle.
It's almost impossible to exactly spend a budget. Does your organization roll your client's under- or over-spend to the next cycle? RollOver calculates the difference between a Budget’s spend and the spend target, and then applies the underage or overage to the following cycle.
Ensure newly created campaign spend is always accounted for. SmartSync automatically detects and adds new campaigns to your Shape Budgets. Prevent PPC spend from slipping through the cracks and creating overspend.
Now that you’ve populated Shape with Budgets, it’s time to start optimizing. The next part of our series will cover how Shape helps you focus on the data that's most useful to you with personalized Dashboards.