To run a campaign with AdRoll you need to set an average daily budget. Your daily budget tells AdRoll how much, on average, you are willing to spend on all ad impressions each day. Spend, accounts for how much of your budget we use to auction for your ad impressions to reach your target audience. In order to properly optimize your campaign, you'll need to allow a minimum daily budget of $10 and can potentially spend a daily minimum of $5 depending on your campaign set-up. There may be days that your entire budget it not spent.
Spend is influenced by the following factors:
- The number of people you're targeting (size of your audience): Targeting large audiences increases your advertising reach and helps you get in front of more potential customers.
The variety of ad sizes: Uploading multiple ad units to your web campaigns will secure premium inventory space. AdRoll recommends a minimum of three different ad sizes (300×250, 728×90, and 160×600 are most popular).
The amount you bid for each ad placement: AdRoll has algorithms that evaluate each person based on their level of intent, the inventory available, and seasonal factors.
Keep in mind, when you set your daily budget you are setting an average. This ultimately means we try to get your spend as close to your set daily budget as possible in order to aim to hit your optimization goal. However, there may be certain days that have better opportunities than others to get you better results. On those days, we may spend up to 20% over your daily budget.
For example, if your daily budget is $10 and we see a spike in traffic of your audience on a Thursday, we may spend up to $12 on that day. 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 the opportunities when they arise. However, you do not have to worry about overspending. While your daily budget and spend can vary on any given day, your total spend will not exceed your set daily budget multiplied by 30.4 (the average number of days in a month). As long as your budget is the same for an entire month, you won't be charged more than your set daily budget multiplied by the average number of days in a month. If you change your budget before within the month, it will restart your 30.4-day budget cap.