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What are Budgets?
Budgets are used to manage the amount of money spent on your ad campaigns.
There are two kinds of budgets:
Campaign budget or Budget: It is a budget that is applied to a single campaign. It appears only within the associated campaign settings.
Shared budget: It is a budget that is shared across multiple campaigns. It appears in an account's shared library in the Google Ads UI.
How do budgets work in Rule Engine?
Rule Engine for budgets works with the budget performance report. The report includes all statistics aggregated by default at the budget level, one row per budget.
The rule engine's system will apply all the conditions to the budgets in your account and show you suggestions.
Note: You can only pull performance reports at the budget level, not at a campaign level. And actions are taken on the daily budgets in Google Ads.
How does Rule Engine work with Campaign budgets?
Rule Engine only works with budgets that are associated with enabled campaigns. In this case, the performance of the campaign budgets is equal to the performance of the corresponding campaigns.
How does Rule Engine work with Shared budgets?
Rule Engine works with those shared budgets that are associated with at least one enabled campaign.
For example, if you have a shared budget that has four campaigns linked to it, and if all four of them are paused, you won't be able to see that shared budget.
But, in case, three of those budgets are paused, you'll be able to see that shared budget because there's at least one enabled campaign linked to it.
In this case, the performance of the shared budgets is the aggregated performance of all the associated campaigns (from the time they were linked to the shared budget).
Read more: What are shared budgets?
How to create a Rule Engine strategy for budgets?
To get started, select the 'Budgets' scope while creating a new Rule Engine strategy. You can access Rule Engine using the menu bar or via this link.
How do the conditions work?
As we are working with the budget performance report, the conditions will work at the budget level.
For example, conditions like Impressions > 100 (in the last 30 days) or Conversions > 5 (in the last 14 days) are applied to the performance data of budgets (campaign and shared budgets) in the account.
Optmyzr attribute - Budget Pacing
Budget Pacing - Optmyzr created this attribute for you to get an idea of how different budgets (campaign or shared budgets) are pacing in the account.
You can define the ‘Target monthly budget’. It can be a numerical value or an expression like Daily Budget * 30.4. Based on the Target monthly budget and the specified cycle date, Budget pacing will be calculated by the system.
You can also create a condition like Budget pacing > 20% or Budget Pacing < 10% and get alerts or increase/decrease the daily budget.
Include in Report
Increase/decrease or set a budget: This is applied to the daily budget of the suggestion
Exclude recent changes done: Recommended when you want to make sure no frequent budget changes are done.
Supported custom features
External spreadsheet support: Budget ID and Budget Name required. You can download a sample file.
Important note: Our automations run in a 3-hour window. This means, that if you set an automation to run monthly on the first Monday in a 12:00 AM to 03:00 AM slot, the automation might run anytime between 12:00 AM and 03:00 AM and not exactly at 12:00 AM.
Also, we recommend you analyze the performance after making a change to the budget, and then make the next change. Making frequent changes might not give you a clear idea of what works better for your campaigns.
Frequently Asked Questions
If a campaign in a shared budget is paused in the middle of a month, how is its performance considered?
In this case, the performance of the shared budget will include the performance of the paused campaign from the day it was added to the shared budget until the day it was paused.
Why do I see my Budget pacing as 100% even though it’s just the start of the month?
Budget pacing will be calculated after the first 2 days of the cycle, so it will be considered as 100% for the starting 2 days. Whenever we enter a new month, the pacing is not available for the first two days of the month as the spend in the first 2 days is too low to make an accurate prediction. Because of this, you’ll see it as 100% for the first 2 days.
Why can I see a shared budget where one of the campaigns is paused?
Rule Engine's system will show all the campaign budgets that are associated with the enabled campaigns and all the shared budgets that are associated with at least one enabled campaign. If all the associated campaigns in a shared budget are paused, the system will not show them.