Budget Pacer & Budget Booster: Spend & Pacing Recommendations for Social Campaigns
Pacing suggestions are now available for social campaigns in Budget Pacer.
Budget Pacer and Budget Booster have been upgraded to support social campaigns!
Shape customers can now utilize Budget Pacer to get daily pacing recommendations and projections for search, display, and social campaigns. Likewise, Budget Booster now suggests budget increase opportunities for the four major social network Shape supports: Facebook Ads, Instagram Ads, LinkedIn Ads, and Twitter Ads.
Budget Pacer and Budget Booster utilize metrics including impression share, lost impression share due to budget, and lost impression share due to rank to calculate pacing and spend increase opportunities for search campaigns. Previously, social campaign types were only partially supported because equivalent metrics did not exist for such campaigns.
Both Budget Pacer’s and Budget Booster’s algorithms have been updated to include spend/budget opportunity data for social campaigns. Instead of utilizing impression share metrics (as is done for search and display campaigns), Budget Pacer and Budget Booster utilize incremental budget adjustments for social campaigns.
Shape evaluates how often social campaigns are spending their entire daily budgets and determines if the campaigns can spend more. Campaign daily budgets are increased incrementally until spend data indicates the campaigns are being limited by outside factors (not budget-related) and daily increases should stop.
Note: If you’re not seeing social campaigns in Budget Pacer or Budget Booster, complete a hard refresh in the platform. (For Macs: Command + r, for PCs: Ctrl + F5)