Setting a realistic budget for your campaign is critical to reaching your goals. Depending on what campaign model and optimisation you choose, you need to plan it accordingly.

The algorithm used to make the most of your budget performs the best when it's allowed to optimise on "field results", serving ads and analysing the results. This means that the more impressions you get, and the longer your campaign runs, the better the optimisation gets.

When using a lower budget, you run a risk of stalling the optimisation, resulting in a much longer optimisation time and up to weeks of slow progress.

Take into consideration that the timeframe is important as well. Preferably the campaign needs to run for at least 4 weeks. In the event of a strict budget, make sure to set your daily spend in accordance with the timeframe. It usually yields better results to have a mid spend over a long time, rather than having a high spend for a short amount of time.

As a minimum, we recommend having a daily spend of $20 USD.

Prospecting budget

Prospecting campaigns require more, as the potential audience is unlimited. Whether you spend $1000 USD per day or less, our algorithms will adapt.

Here, we recommend a daily budget of at least $20 USD, which will help the algorithms to collect data faster. The more daily spend - the faster and greater learnings. 

Retargeting budget

Your retargeting budget is dependent on your segment data. The more visitors you have, the more retargeting you can do.

We recommend always maxing your retargeting budget since it is the most cost-efficient way to display advertising and typically yields great results for a minimalistic amount.

Company A has 300 daily visitors, which sets the max spend cap to $7.50 USD.

Combination budget

When using a combined campaign, take into consideration that the budget should cover both retargeting and prospecting. Therefore, top your usual prospecting campaign up with at least the same amount you would spend on retargeting.

Company A, as mentioned before, would top their usual prospecting spend of $40.00 USD per day with their retargeting spend of $7.50 USD totaling a combined spend of at least $47.50 USD per day.

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