Setting a realistic budget for your campaign is critical to reaching your goals. Depending on your chosen campaign model and optimisation, you need to plan it accordingly.
The algorithm used to make the most of your budget performs best when it's allowed to optimise on "field results" by serving ads and analysing the results. This means that the more impressions you get and the longer your campaign runs, the better the optimisation.
When using a lower budget, you risk stalling the optimisation, resulting in a much longer optimisation time and up to weeks of slow progress.
Take into consideration that the timeframe is essential 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 per the timeframe.
Prospecting budget
Prospecting campaigns require more, as the potential audience is unlimited; we recommend a daily budget of at least $40.
The more daily users you have on average, the higher your prospecting budget should be. The table below shows our prospecting daily budget recommendations for display and native ads run with different optimisation strategies:
Optimisation Strategy | Average Daily Users Count | Display Ads | Native Ads |
CPM | < 1,000 | $45.00 | $30.00 |
| 1,000 - 5,000 | $110.00 | $70.00 |
| 5,000 - 10,000 | $130.00 | $85.00 |
| 10,000 - 20,000 | $150.00 | $95.00 |
| > 20,000 | $165.00 | $115.00 |
CPC | < 1,000 | $35.00 | $25.00 |
| 1,000 - 5,000 | $90.00 | $60.00 |
| 5,000 - 10,000 | $110.00 | $75.00 |
| 10,000 - 20,000 | $130.00 | $90.00 |
| > 20,000 | $150.00 | $110.00 |
CPA/ROAS | < 1,000 | $30.00 | $20.00 |
| 1,000 - 5,000 | $80.00 | $55.00 |
| 5,000 - 10,000 | $100.00 | $70.00 |
| 10,000 - 20,000 | $115.00 | $85.00 |
| > 20,000 | $130.00 | $100.00 |
Retargeting budget
Your retargeting budget depends on your segment data and the ad format you choose to run. The more visitors you have, the more retargeting you can do and the higher budget you can set.
We recommend always maxing your retargeting budget, as it is the most cost-efficient way to run display advertising and typically yields great results as an always-on strategy. In this case, a minimum average budget of $15 is recommended for display ads and $7 for native ads.
The more daily users in your retargeting segment, the higher the retargeting budget you should set. The table below shows our retargeting daily budget recommendations for display and native ads run with different optimisation strategies:
Optimisation Strategy | Average Daily Users Count | Display Ads | Native Ads |
CPM | < 1,000 | $25.00 | $13.00 |
| 1,000 - 5,000 | $60.00 | $33.00 |
| 5,000 - 10,000 | $70.00 | $37.00 |
| 10,000 - 20,000 | $95.00 | $55.00 |
| > 20,000 | $115.00 | $58.00 |
CPC | < 1,000 | $20.00 | $10.00 |
| 1,000 - 5,000 | $55.00 | $30.00 |
| 5,000 - 10,000 | $65.00 | $35.00 |
| 10,000 - 20,000 | $90.00 | $50.00 |
| > 20,000 | $110.00 | $55.00 |
CPA/ROAS | < 1,000 | $15.00 | $7.00 |
| 1,000 - 5,000 | $40.00 | $15.00 |
| 5,000 - 10,000 | $60.00 | $25.00 |
| 10,000 - 20,000 | $80.00 | $35.00 |
| > 20,000 | $100.00 | $45.00 |