Daily and Monthly Budget
When creating a Campaign, you can set up the budget for your campaign Daily or Monthly based on your preferences.
- The Monthly Budget can be prorated (based on the number of days left in the month), or you can use the entire monthly budget for the number of days remaining in the month.
- When you select Daily Budget, you are setting an average. On days when your campaign sees an increased opportunity to drive results, you may spend up to 20% more; then there may be days that your entire budget is not spent in order to maintain your set average daily budget.
Discrepancies between Daily Budget and Spend
Spend accounts for how much of your budget we use to auction for your ad impressions to reach your target audience. Spend is influenced by the following factors:
- Your audience size: Targeting large audiences increases your advertising reach and helps you get in front of more potential customers.
- The variety of ad sizes you add to your campaign: Uploading multiple ad sizes to your campaigns will secure premium inventory space.
- The amount you bid for each ad placement: AdRoll uses our proprietary BidIQ algorithm to evaluate each person based on their level of intent, the inventory available, and seasonal factors.
The minimum daily budget is $2.50
In order to properly optimize your campaign, the minimum daily budget for a campaign is $2.50.
If you notice that Daily Spend is more than your specified Daily Budget, that means your campaign is spending more on days with more opportunities and less on other days. Factors like weekends, seasonality, and holidays can all impact how many opportunities are available each day.
When you set your Daily Budget you are setting an average. On days when your campaign sees an increased opportunity to drive results, you may spend up to 20% more; then there may be days that your entire budget is not spent in order to maintain your set average daily budget.
This flexibility allows your campaigns to drive the best results on busy days. We do this to spend your budget as effectively and efficiently as possible. With the daily budget fluctuation, you provide us the ability to be flexible and to take advantage of opportunities when they arise. However, you do not have to worry about overspending.
Overspending Prevention
Even though your Daily Budget and Daily Spend can vary on any given day, AdRoll will prevent overspending. As long as your budget is consistent for an entire month, you won't be charged more than your daily budget multiplied by the average number of days in a month, which is 30.4 (365 days in a year ÷ 12 months).
If you change your Daily Budget throughout the month, your daily spend will reflect your latest specifications. Your existing monthly charging limit will be removed, and a new one is created each time you change your Daily Budget for a campaign.
Adjust your Campaign Budget
When creating a new Campaign in AdRoll, you will be prompted to enter your desired Daily or Monthly budget as part of the campaign setup. Please read more about how to Adjust Your Campaign Budget.
Changing your budget will reset your temporary hold limit.
If you change your budget mid-month, your existing temporary hold limit will be removed and a new one is created. This occurs each time you change your budget.
If you are unable to edit the budget for your campaigns, please contact the AdRoll Customer Support team or reach out to your Account Manager directly.
Campaign Budget Best Practices
Adjust your budget based on the Audience Size
When setting up a new campaign, you should keep in mind the targeted audience size to ensure campaigns are successful and reach their full potential. We suggest starting with the following ranges depending on the size of the audience being targeted.
| Audience Size | Monthly Budget |
|---|---|
| 10,000 | $1,000- $2,000 |
| 25,000 | $2,500 - $5,000 |
| 50,000 | $5,000 - $10,000 |
| 100,000+ | $10,000+ |
For these budget recommendations to effectively enhance your campaign's reach and performance, a complete suite of ad creatives is also essential. These ranges assume full inventory reach, which is attained by using all Types of Ad Formats supported by AdRoll, thereby improving scale, efficiency, and performance.
Take advantage of events
Big promotions, such as product launches and releases can increase interest in your brand and visitors to your site. Your audiences will stay larger for longer than the promotion time period. You should take this into account when forecasting the costs and impact of the big event.
Adjust budgets for seasonality
B2C businesses often see seasonal changes in how customers shop. For example, during big holidays, there's usually more website traffic and sales, so it's a key time to spend more on ads. In slower periods like early Q2, like just after the holidays or before things get busy again, you can try out new marketing ideas or work on brand awareness without spending as much.