Pacing

Pacing controls how a campaign budget is spent over time. Pacing can be set up when creating a campaign and controls all the Ad Groups within that campaign.

Pacing Options

• Evenly - A remaining budget should be spent evenly over the number of days remaining within a Budget Type and evenly within the given day itself.

• ASAP - The total budget can be spent as fast as possible within the total time period of a given Budget Type.

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Advertiser Use Cases

• I want to make sure my funds are optimized efficiently throughout the campaign, including throughout the day, so I will opt for Evenly Pacing.

• I want to make sure my entire budget is spent, without missing out on any opportunity. This is more of a push campaign for visibility, so I will opt for ASAP pacing.

Specific Campaign Dates

Pacing within a timeframe will also accommodate for historical over - or under - pacing to achieve the budget total by the end of the budget timeframe.

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Example

A monthly campaign has a $3,000 budget.

• At the beginning, the campaign will attempt to spend $100 per day.
• If, by day 10, the campaign has only spend $800, the pacing will adjust to spend the remaining $2,200 over the rest of the days, for a daily rate of $110.

Any unspent budget within a given time period will not carry over into the next time period (the next month).

Automatic Intraday Optimization

The system accounts for market opportunity and performance dynamics to manage budget across the day to maximize program and advertiser performance.