No. You will need to distribute the budget between the Ad Campaign level and Ad Set level. Once, you select a level, the other will no longer be valid for application and will show a validation error.

Yes, Smart Bidding and Smart Budget can be used together. To learn more, see Strategy Group: Smart Bidding and Smart Budget.

Smart Budget doesn’t take Spend Cap into consideration while distributing the budget. But if you have Spend Cap set then the campaign would get paused once the spend reaches the Spend Cap amount.

The channel limitations will be respected and given priority.

In such a case, the Maximum Budget constraint will be respected.

Yes. This can happen when a large portion of the allocated daily budget is going unspent. Smart Budget will allocate more budget to Ad Sets which are better at spending their allocated budget.

This should be used carefully because if the Ad Sets are paused between 12 a.m. to 2 a.m. in your Account Time Zone, then it may hamper the Smart Budget.

There are some internal constraints:

• 10% of the total budget of all ad entities for a single change (Increase or Decrease) for each entity.

It looks at all the past data with more weightage to the recent data.

• The system can act as fast as making changes every 2 hours to once in 3 days.

• This frequency of applying changes by Smart Budget is determined by multiple factors:

  • If hourly data is available for the Optimization metric. If not, then changes cannot be more frequent than once every day.

  • If the number of Optimization metrics being received every day is sparse.

  • If Frequency as a manual option is removed. Frequency is based on the number of events received. Note that for data that is updated daily, the frequency to update is hence restricted to daily.

• Smart Budget will determine when it wants to make the change. The usual frequency of change is once every day.

• Smart Budget can intervene more frequently than once every day if there arises a need for it.

• In case the Optimization metric is very sparse, then Smart Budget can decide to wait for more data before making any budget changes.

• In cases where hourly data is not available for the Optimization metric, then the frequency will be daily or multiple days (in case the Optimization metric data is very sparse). There will not be any mid-day interventions.

This error implies that there are zero or close to zero Conversions. They are so low that Smart Budget is not able to take any action based on the limited data.

• Sparse - If more than 60% of entities have less than 5 actions in 4 days.

It takes multiple parameters under consideration:

• Last Ad Set budget

• Last Spend

• Optimization goal metrics (for the defined period)

• How the cost per optimization goal metric performance is as compared to other entities in the given Smart Budget

• Budget vs. Spend of the entity as well as other entities in the given Smart Budget

Changing the budget of an Ad-set can also change its performance. If an Ad Set's budget is spent completely, then, due to pacing, the true bid value will change when the budget is changed. In practice, this means that the next conversions can be slightly more expensive than before if the budget is increased.
Smart Budget takes these performance changes into account when doing allocations. The goal is to always increase the Campaign or budget pool’s total performance which means exploiting the best ad sets more than others. So for the user, it can be enough to monitor performance on a Campaign or pool level.
If the budget is not spent, then either your bid or audience is the limiting factor. In these cases, Smart Budget cannot do much more than guarantee that each ad set gets enough budget. Usually, the performance of these campaigns is optimized by manually changing bids.

Two dates are considered to be the same if they fall on the same day in the Account’s Time Zone. For instance, say 28th March is the date, then 28th March 00 hours to 29th March 00 hours in the Account’s Time Zone is considered to be the same date.

Yes, to optimize revenue, you need to use the Revenue metric as the Optimization metric.

No, Smart Budget does not support Target CPA.

Because for Twitter, the budget is not a mandatory field at the Ad Set level.

Smart Budget will automatically distribute the total Campaign budget using CBO settings among Ad Sets within the Campaign.

Yes. Even if CBO is applied to a Campaign, Smart Budget will distribute Ad Set budgets between campaigns as the AI sees fit.

No. Smart Budget will distribute Ad Sets budget between campaigns as the AI sees fit. It may result in the total budget of all Ad Sets within a campaign being greater than the initial campaign budget but Smart Budget will update the campaign budget as well to reflect the sum of the Ad Sets budget. Note that the overall budget across all campaigns in the Smart Budget pool will not change.

Yes, you can.

• Twitter Ad Set budgets are an optional field so we don’t want to disrupt the Ad Set allocation if a user doesn’t want it.

• Twitter Ad Set budget is used as a limit and Twitter doesn't pace spends using these.

Following are the corresponding budget level limitations:
Daily Budget:

• If a single Campaign (except Twitter) is selected, then it should contain at least two Ad Sets.

Lifetime Budget:

• If a single Campaign is selected, then it should contain at least two Ad Sets.

• Lifetime budget reallocation cannot be done if the ad entities have different Channels or Time Zones.

Precautions:

• Sprinklr uses (1.05*spent budget till date + Daily_Min. Budget*Remaining Days of Entity) as a parameter to identify whether the entity qualifies for allocation. The daily minimum budget value is governed by the channel. So the user should be aware that sometimes applying SBA midway of the campaign budget reallocations might not happen.

[Note: 1.05 is used as a safety parameter at our end to inculcate for any lag in reporting jobs or reporting data from channel]

• SBA will stop budget allocations 2 days prior to the end date of the campaign. Hence, no reallocations towards the end of the campaign is an expected behaviour.

The limitations are as follows:

• Campaign’s Time Zone, Currency, and Channel need to be compatible with Strategy Group’s Time Zone, Currency, and Channel.

• Other limitations will be configuration specific and are explained within specific Optimization FAQs.

• Smart Budget can be applied to Campaigns of the same channel only.

• Smart Budget can be applied to Campaigns of different objectives.

• Smart Budget can be applied to Campaigns belonging to different ad accounts only if those ad accounts are in the same time zone.

When reviewing the spend and cost per action (CPA) of Campaigns and Ad Sets on which Smart Budget has been applied, you should expect to see a lower CPA associated with a higher spend. If you see this, then you can be sure that SBA is doing its job and helping you get lower overall CPAs and better ROI.

To determine the success of Smart Budget, the Sprinklr platform automatically calculates an Estimated Savings value based upon a comparison of today’s results versus the previous three days’ results.

• The Estimated Savings metric can be used within Ads Reporting dashboards to view your Smart Budget reporting data. This data can then be used to determine a change in the CPA.

• By adding the Estimated Savings to the total amount spent on the campaign, you can determine what your spend would have been without applying Smart Budget to your campaign.

• The Estimated Savings metric can also be used in custom calculations to easily allow advertisers to calculate their returns.

Key Formulas to Remember