Budget management

About budget management

Elevate management of your advertising spend from spreadsheets and individual search campaigns to Budget management in DoubleClick Search.

Budget management enables you to organize campaigns into groups to reflect your business structure or lines of business, view estimated spend based a specific goal and timeline, allocate spend, and report on budget pacing and performance.

Mostly likely, you named your campaigns, applied labels, or added your custom business data to DS to reflect your organization, but you couldn’t seamlessly track and report on the budgets as a whole without exporting the data outside of DoubleClick Search. Budget management enables you to stay within DS to view actual and estimated budget pacing and drill into the performance of each budget group. 

DoubleClick Search doesn't set or change your campaign budgets. You are required to set or adjust the budget for each campaign to reach your target spend.

Organize campaigns into budget groups

To manage your weekly, quarterly, or annual budgets in DoubleClick Search, first organize campaigns with the same advertising focus, brand, or line of business, such as appliances or luxury hotels, into budget groups.

A budget group can contain campaigns from any supported engine account. That is, campaigns from AdWords, Bing Ads, and Yahoo! Japan can be grouped together as long as the campaigns use the same currency. 

While a budget group can contain many campaigns, a campaign can belong to only one budget group at a time.

After you create a group of campaigns, you can then specify a timeline, define a budget, and set goals in a budget plan. You can create a series of budget plans in each group. That is, the group's budget plans can't overlap.

Diagram of 2 budget groups in an advertiser. Each budget group contains 3 or 4 campaigns and 2 or 3 quarterly budget plans impact campaign budgets

Set spend in budget plans

Fundamentally, a budget plan specifies an amount that you want to spend, and a time range (week, month, quarter, year) in which to spend the budget and achieve your advertising goals.

The plan includes a budget pacing chart and allocation table to help you visualize the details and view budget pacing. You can use the graphs and allocation table to track and report on performance relative to an amount that you want to spend, view spend estimates for segments of the plan, and set different weekly or daily allocations.

If you don't want to manually allocate and set the individual campaign budgets, bids, and bid adjustments, you can let DoubleClick Search manage them, with constraints, using a budget bid strategy. Learn more.

Example budget pacing chart with actual, estimated, and target spend

The budget pacing chart graphs the estimated, target, and actual spend during a plan.  

Budget allocation table

The budget allocation table shows the plan's date range, segmented by week or day, with estimated and actual cumulative amounts, and the selected goal which will be revenue, clicks, or conversions.

 

Budget allocation table in new budget plan.  $750000 allocated weekly from April 1 to April 30.

Note that:  

  • DoubleClick Search uses historical performance data to estimate performance and only recommends allocations in each budget plan. 
  • You can derive the recommended weekly or daily allocation amounts from the difference between the cumulative weekly or daily target spend amounts. If you want to override one or many of the suggested allocations, you can specify different amounts in the table.

Reporting in budget management

DoubleClick Search reports on the performance of all budget groups, and individual budget groups and plans, enabling you to compare actual spend with your targeted budgets.  Learn more about budget reporting.

Reporting on budget group performance is available only on the Budget management page.

Budget management benefits

The benefits of budget management include:

  • Graphs of the target, estimated spend, and key performance indicators (such as CPA or revenue) for all budget groups in an advertiser, enabling you to quickly review budget and performance pacing.
  • Reporting tables that list all the budget groups and budget plans and their performance within an advertiser.
  • Use of historical performance data and targets to estimate spend and other targets.
  • Estimated cumulative spend for different targets and allocations, indicating whether the target spend is achievable in a plan.
  • Daily, weekly, monthly, quarterly, or annual budget reporting to help you develop insights into optimal budget allocation and view the pace of spending.
Budget management will replace Budget pacing reports as the reporting tool for your spend.
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