Campaign budget

What to consider when setting a campaign budget

Mikael Kreuger avatar
Written by Mikael Kreuger
Updated over a week ago

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 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.

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. It usually yields better results to have a mid spend over a long time, rather than having a high spend for a short period of time.

Prospecting budget

Prospecting campaigns require more, as the potential audience is unlimited - in the case of prospecting campaigns, we recommend a daily budget of at least $40.

The more daily users you have on average, the higher the prospecting budget you should set. The below table 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 is dependent on your segment data and the ad format you decide 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 since it is the most cost-efficient way to 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 below table 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


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