Ideal budget spend column

Displays the optimal spend for a monthly-spend bid strategy on a specific date.

You need to select a one-day date range (e.g., June 1 - June 1) in this column to work correctly. However, if you want to chart the Ideal budget spend column on the performance summary graph, you can select a larger date range.

The value is calculated as follows:

  • Ideal budget spend = (Monthly budget - spend since the beginning of the month) / Remaining days in the month

DoubleClick Search (DS) will not adjust the ideal budget spend for previous days, regardless of whether you changed the budget in mid-month. For example:

  1. You set a target spend of $3000 for June, a month with 30 days.

  2. In the UI, the date range is June 1 - June 1. Therefore, DS uses June 1 to determine that 30 days are left in the month, and the Ideal budget spend is $100 (calculated as ($3000 - 0) / 30).

  3. On June 1, there was actually an underspend of $75.

  4. On June 2, you changed the bid strategy’s target spend to $6000.

  5. In the UI, you change the date range to June 2 - June 2. DS uses June 2, and the Ideal budget spend is now $204.31 (calculated as ($6000 - $75) / 29) DS does not go back and update the Ideal budget spend for day 1.

This allows you to go back and inspect the performance of the Performance Bidding Suite. For any historical day, you can see what the Performance Bidding Suite intended to spend, given the exact data that was available at that time. You could then, for example, expand the date range and use the performance summary graph to chart Cost vs. Ideal budget spend. This would allow you to see how the Performance Bidding Suite has been performing given the historical stats and goals.

Add this column to a report

  1. Do either of the following:

  2. Select a single day in the date range selector.

  3. Above the performance summary graph, click the Columns button.

  4. Under Available columns, navigate to Bid strategy and select Ideal budget spend.