Your dashboard is awash in green and yellow budget bars with not a single red bar in sight. Client Budgets are all on target, so you can move on to some other task right?
Monitoring advertising campaigns does nothing to improve PPC performance unless you use the data to deliver recommendations and take action.
In the last post of our series, you’ll learn how BudgetPacer helps you make data-driven budget recommendations and optimize your campaigns to achieve performance goals.
BudgetPacer: Predict the Future. Act Now.
BudgetPacer runs a client's historical and current performance data through Shape's budget and pacing algorithms to predict how campaigns will perform over time. On a daily basis, a PPC professional can view their Budgets’:
Current performance metrics
Projected performance metrics at current pace
Projected performance metrics at suggested pace
Better Budget Recommendations
Stop worrying that the budget recommendations you're making leave large amounts of potential spend, traffic, and conversions on the table.
Shape automatically collects, measures, and stores daily snapshots of each campaign's spend potential using “daily budget” and “impression share lost due to budget.”
Shape leverages these numbers to calculate the maximum possible daily spend campaigns can achieve. By projecting that number across the length of your Budget cycle, Shape calculates the maximum optimal spend your campaigns can hit.
Let’s say you’re running campaigns to promote “Awesome Steel Chairs.” You currently spend around $36 a day and are on track to hit approximately $1150 in total spend for the Budget cycle according to your “Current Pace.”
Unfortunately, your available budget is only $770.
The “Suggested Pace” feature will actually recommend you decrease your target daily spend to $10 to make sure you don't exceed $770. Shape even tells you exactly what Suggested Daily Budgets to set per campaign to ensure you don’t overspend.
But if your campaigns are on track to spend $1150, then clearly you have the opportunity to spend more than your $770 budget cap. The question is: how much more and will the results be worth it?
Maximum Daily Spend will tell you what your campaigns need to spend in order to maximize the inventory ads are displaying for.
In our “Awesome Steel Chairs” example, BudgetPacer is reporting that you can spend upwards of $50 a day ($1640/month). By entering $50 into the “Target Daily Spend” field, Shape will automatically project new spend and performance metrics for the rest of the Budget cycle.
If you’d rather be conservative with your Budget Recommendations, you can analyze estimated performance results at different budget levels. Enter a Budget in the “Target Daily Spend” field and BudgetPacer will automatically update to show you what performance to expect.
Update Budgets In Real Time
Regardless if you’re lowering or increasing your daily spend, our platform gives you the power to update the advertising platforms directly from Shape.
Simply hover over a campaign’s Current Daily Budget and click the pencil icon or use the "Review Suggestions" button to update all Current Daily Budgets in bulk.
Metric Based Projections:
Most PPC clients have goals beyond just achieving their target monthly spend. BudgetPacer helps ensure that PPC accounts achieve both their target spend and performance metrics.
Once you’ve set a Budget’s "Target Daily Spend," you can select whether you would like BudgetPacer to recommend daily budgets based on an even distribution or performance-based distribution of ad dollars.
Selecting “Even Distribution” tells BudgetPacer to recommend increases or decreases to Current Daily Budgets that are evenly spread across campaigns.
With “Performance Distribution,” you prioritize the metrics that are most important. Shape will recommend changes to the Current Daily Budgets of campaigns that are most likely to drive the best results based on priority.
Why waste time and resources molding your unique PPC accounts to fit a rigid advertising management platform? From campaign groups to budget optimization, you control how you group and optimize campaigns without affecting your carefully crafted advertising strategies.
Are there other customization options that would make you a more productive Shape user? Let us know at firstname.lastname@example.org.