Why I am seeing $1 recommendation while my profile is underspending?
You can still see $1 recommendations for the following reasons:
Overspending: A particular portfolio in your profile is overspending. In such cases, budget optimizer would cut budgets from campaigns to control overspending.
Recommendation:
Check the portfolio of the campaign where you see the $1 recommendation. Look at the budget and spending for this portfolio.
Budget Constrainer: Budget constrainer can also push certain campaigns to have $1 if you have set a limit on certain type of campaigns and they have exceeded that limit. Example, if you set max Auto limit as 10%, and the auto spends have been in such a way that allocating any more budget to Auto campaigns would breach the limit so budget optimizer would assign $1 to Auto campaigns to stop breaching the limit.
Recommendation:
Check the campaign name and the constraints assigned to it and select variety of campaigns to see if it is breaching the limits.
No Budget: Campaigns which doesn’t have a portfolio budget would be pushed to $1 by default. A common case seen is REST portfolio having campaigns but no budget.
Why I am seeing budget decrease recommendation while my profile is underspending?
You can still see budget decrease recommendations for below reasons:
Overspending: A particular portfolio in your profile is overspending. In such cases, budget optimizer would cut budgets from campaigns to control overspending.
Underspending: You can opt for budget decrease recommendation even for portfolios which are underspending.
Under utilization of campaign: In case of underspending, Budget Optimizer(BO) would give more budgets to campaigns based on their historical average daily spend. In this process, BO might give more budget to a certain campaign (assume C1) which under utilizes budget with a bigger margin. If some other campaign (C2) shows a higher spend, BO would allot more budget to C2 now. Hence today ‘s budget for C1 could be less than yesterday’s budget for C1 and hence it would look like budget decrease recommendation but BO has not cut budgets. It has simply allocated the budget in a different proportion.
Decrease in Underspending Magnitude: Suppose a user observes a portfolio whose daily budget at any point is $1000. At day D1, it was underspending by $10000 so for fixing it in next 5 days, we would give this portfolio $2000 per day. So total budget of D1 is $3000 now. This $3000 would be divided in all the campaigns. The campaigns utilize their budget and magnitude of underspending decreases. After 2 days, on D2, BO sees an underspending of $7500. The daily budget of D2 is also $1000. To fix the underspending of $7500 in the next 5 days, BO would allot extra $1500 to D2. Hence budget of d2 becomes $2500. As final budget of d2 is less than d1, some campaigns would have to cut their budgets otherwise we might run into overspending after some time. Hence, though the portfolio is still underspending but the magnitude has decreased so you might still see budget decrease recommendations.
Note: A budget increase or decrease recommendation is made with respect to the last budget set for a campaign. Recommendations are generated for today’s planned budget and according to the current behaviour of campaigns.
Why I am seeing negative daily budgets?
You can see the absolute daily negative budgets in case of specific budget plan changes.
Once a plan is uploaded, daily budget plans are created for the remaining days remaining of the month.
A user uploads a plan on 1st of the month, accordingly daily budget would be decided (using past seasonalities). Now if the user uploads another plan on the 6th of the month, budget for days till 5th will remain unchanged and the new budget will be distributed from the 6th day onwards.
Suppose a user uploads another plan on the 30th of the month where the budget is further reduced from the previous one and the final cumulative budget is less than the already planned budget till 29th. In this case, Budget Optimizer would assign a -ve budget to 30th and 31st to match the final cumulative budget last uploaded.
Why I am seeing 1$ recommendations for some Profiles with zero budget and not for others?
By default all the profiles in the sheet have 0$ budget. We consider it as a no budget plan and therefore no recommendations are made. Once, a user explicitly specifies 0$ budget to the portfolios, the algorithm starts generating recommendations based on the zero month budget.
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