Both daily and all-time budgets can be evenly paced, and pacing can apply to campaigns as well as campaign groups. If an evenly-paced campaign uses dayparting to restrict bidding to certain days of the week and hours of the day, the budget is spent evenly among the available days and hours.
How It Works
Without campaign pacing, a campaign spends its daily or all-time budget as quickly as possible. The campaign delivers as many impressions as it can until the budget has been spent. The impressions may all be delivered in the first hours of each day (for a daily budget) or in the first days of the flight (for an all-time budget).
Campaign pacing spreads the spending as evenly as possible throughout the flight. If plenty of impressions are available, the campaign will spend the same amount daily.
Here's how a campaign might spend a daily budget of $1000, with campaign pacing (the orange line) and without campaign pacing (the blue line):
The blue line shows hourly spending without pacing. The campaign can spend about $150 per hour in the early hours of the day. (It's bidding on everything it can bid on.) Because it spends all of its budget in the morning, there's no budget left to spend later in the day.
The orange line shows hourly spending with pacing. The campaign spends the same amount (just over $40) each hour through the day.
If there aren't enough impressions to spend the budget evenly, pacing controls will make up the difference as soon as possible and then return to the evenly paced spending. Here's an example:
The Pacing and No Pacing lines touch for a bit because each would deliver as much as possible when the supply of impressions drops. When the supply increases, the campaign without pacing continues bidding on everything it can. With pacing, the campaign catches up to the number of impressions it should have delivered so far, and then continues even delivery for rest of the day.
Budgets and Pacing
Pacing can be used with daily budgets and all-time budgets, and can apply to a campaign or campaign group.
A campaign budget sets the maximum amount that the campaign can spend in a day or over all time. Once the campaign budget is reached, the campaign stops bidding on impressions.
A group budget sets the maximum amount that the group can spend in a day or over all time. Once the combined spending for all the campaigns in the group reaches the budget, all the campaigns in the group stop bidding on impressions.
Group pacing overrides campaign pacing: if group pacing is enabled, campaign-level pacing does not apply for any campaigns in the group. Group pacing does not affect campaign-level budgets, flight dates, or dayparting restrictions.
For example, if a we have a group with these settings
- Start Date: January 1
- End Date: January 10
- All-Time Budget: $1000
- Pacing: On (spend budget evenly)
and the group has two campaigns
- Campaign 1:
- Flight dates from January 4 to January 8
- No budget set
- Campaign 2:
- Flight dates from January 1 to January 10
- No budget set
Total spend for the group might look like this:
The all-time budget ($1000) is spread evenly across the 10 days, and the campaigns deliver according to their flight dates. On days when only one campaign is live, it spends that day's share of the budget on its own. On days when both campaigns are live, they spend the budget together.
Although you cannot turn both group and campaign pacing on simultaneously, you can turn either one off or on at any time. It is important to note that if you change the campaign's pacing mid flight, the pacing system will adjust according to the new selection. That is, it will either start spending evenly through the day, or try to spend as fast as possible from that point on.
Combining Group and Campaign Pacing Settings
- If group pacing is set to "Spend budget as fast as possible," group pacing is effectively OFF and pacing at the campaign level is available.
- If group pacing is set to "Spend budget evenly," group pacing is effectively ON and pacing at the campaign level is not available.
- If campaign pacing is ON and you choose to switch group pacing to "Spend budget evenly," group pacing overrides pacing at the campaign level. The pacing option at the campaign level becomes unavailable.
- If group pacing is set to "Spend budget as fast as possible" and campaign pacing is OFF, and you choose to switch group pacing to "Spend budget evenly," campaign pacing will remain OFF.
Enabling Pacing for Your Campaigns and Groups
Enabling Campaign Pacing
When you set your campaign's Budget, select On - Spend budget evenly.
If group pacing has been enabled, campaign pacing is not available.
If you set campaign pacing and then apply group pacing, the group pacing overrides any campaign pacing settings.
Campaign pacing is supported with dayparting, if you specify your times in Eastern Time. Note that campaign pacing is automatically turned off when you use local times for dayparting:
Enabling Group Pacing
- When you create a group, set your group's Budget.
- Choose a Budget Type:
- All Time: The budget applies to all the campaigns in the group, for all the days between the Start Date and End Date combined.
- Daily: The budget applies to all the campaigns in the group, for each day between the Start Date and End Date.
- To turn on Group Pacing, select On - Spend budget evenly.
The Estimated Spend values apply to all campaigns in the group combined.
Group pacing disables or overrides campaign pacing settings for all campaigns in the group.