Set specific amounts and configure the allocation table
To refine a budget plan to match the way you allocate spend, you can specify the amount that you want to spend on any day or week of a plan. You can also change the table settings to reflect the way you set up your budgets.
The allocation table shows estimated spend, user-set (custom) amounts and estimated performance based on the plan's conversion goal.
The table updates automatically when any of the following occur:
- Custom allocations are specified
- Table settings are changed
- Target spend in the budget plan is changed
- Campaigns are added or removed from the budget plan
- Budget bid strategy is added to or removed from a plan
The only amounts that you can directly edit in the allocation table are in the Custom spend column.
If you want to override a estimated amount that a budget bid strategy will spend for a date segment, you can specify a different amount in the table. In a manual plan, a custom allocation sets the amount you intend to spend.
You can specify custom allocations for any or all future weeks or days in a plan. This includes setting allocations for a specific week and all the days in that week. (We don't recommend setting a custom allocation for every date segment because errors can occur. Also, if a budget bid strategy is managing spend, custom allocations may constrain the strategy and prevent it from spending the desired amount.)
When you specify an amount in the Custom spend column, Search Ads 360 automatically recalculates the amounts in the Target spend and Adjusted target columns to reflect the custom amount. If you specify an amount for a week and switch to the day view, you will also see this behavior.
- In the weekly view, you allocate 2500.00 for the July 2 to July 8 date segment of a plan. This works out to about $357.14 per day.
Note that by default, the allocations include seasonality. This means that the $2500 might be not divided evenly among the seven days. Search Ads 360 might allocate a larger amount to some days in the week while other days would be allocated less than $357.14.Search Ads 360 won't change any of your custom allocations.
- In the daily view for each day of the week, about $357.14 is included in the cumulative amounts in the Target spend column for July 2 to July 8.
You can also specify one or many custom amounts in the daily view.
Continuing the example:
- You specified $2500 for the week of July 2 to July 8.
- In the daily view, you allocate $400 on July 4. Search Ads 360 recalculates the other daily amounts in the week, maintaining the $2500 allocation for the week.
- For July 5, you allocate $2500 for the day. Search Ads 360 displays an error because the sum of custom allocations exceeds the $2500 allocation that was set for the week.
- Search Ads 360 will recalculate the allocations if you leave room for it to adjust the allocations. That is, if you specify an amount for every day of a week or if you specify amounts that exceed a custom weekly allocation, Search Ads 360 can't recalculate the remaining amounts.
Then for week 2, set a 3000 custom allocation. The remainder of the budget is evenly distributed over the other weeks:
Distribute evenly by week will also include seasonality. Switch to the day view to see how seasonality impacts the allocations.
Day view (week 2)
If errors occur in the table, you can always completely remove all future custom allocations and reset the table to Search Ads 360 estimates.
- Do either of the following to correct errors in the allocations:
- In each cell, manually remove or correct the custom allocation until the errors are resolved.
- In the upper right corner of the allocation table card, click the more icon , and then click Remove all custom allocations. Confirm that you want to remove all custom allocations.
In addition to overriding Search Ads 360-recommended allocations, you can customize the allocations by changing these options in the table.
- View by. Set the date range segmentation in the allocation table. Select Day to display cumulative daily amounts in the table. Week is selected by default.
- Start weeks on. Set the day of the week that you start spending on advertising. The default start day is Sunday.
The following commands are available on the more menu .
Allocate. Choose how Search Ads 360 calculates or distributes the target spend.
- Default. This option is selected by default. Search Ads 360 examines performance history and factors seasonality into the estimates, along with the target spend.
- Evenly by day. Search Ads 360 evenly distributes the target spend over each day in the budget plan. Does not include seasonality.
- Evenly by week. Search Ads 360 evenly distributes the target spend over each week in the budget plan. Seasonality is included in the daily allocations.
You can overwrite automatically calculated amounts by specifying allocations in the Custom spend column.
Remove all custom allocations. Replaces any custom allocations in the allocation table with Search Ads 360-calculated amounts.
Show cumulative amounts. By default, cumulative amounts are shown. Remove the check mark to display individual amounts.
The following table describes the allocation table columns and how you can set allocations.
|Date range column||
Shows date segments for the budget plan's time range.
You can change the date segmentation by using the options on the View by menu and the Start weeks on menu. Switching between the week and day views also changes the amounts shown in the Target spend, Adjusted target, Spend, and performance columns.
For example, in the following abbreviated allocation table:
The budget plan starts on the 1st day of the month, which falls on a Saturday. The Saturday is shown as a single date in the week view of the allocation table because the plan's weeks begin on Sundays. Compare the cumulative amounts in the per day view for the same time period.
Displays estimated amounts for each date segment of a manual budget plan. This column isn't included in plans that include a budget bid strategy.
Note that Search Ads 360 will recalculate future estimates if you enter a different allocation in the Custom spend column. Search Ads 360 won't update the amounts for past dates.
The estimates may be inaccurate if campaigns are paused and then restarted, or if bids, ads, or ad groups are changed.
|Custom spend column||
Manually set allocations are referred to as custom allocations.
For every amount you enter, Search Ads 360 will recalculate amounts in the Target spend and Adjusted target columns unless the custom allocation causes an error.
Appearance of cells in the Custom spend column
Custom amounts must add up
You can specify an amount in every row of the Custom spend column to overwrite a Search Ads 360-estimated amount for a date segment, but the amounts must add up to the desired total spend.
Search Ads 360 won't overwrite allocations that you set even if they are incorrect in some way. Errors occur if the totals don't match. For example:
Remove custom allocations
Here're a few options to reset the amounts.
Initially, the column displays recommended (for manual bidding) or target (for a budget bid strategy) amounts for a date segment based on budget plan's target spend, goal, and historical performance. While a plan is running, future amounts may be updated.
The recommendations or targets are italicized.
By the time a plan ends, the column is empty.
Initially, the column is blank. As a plan runs, the column updates with actual amounts spent.
Completed plans include the actual amounts spent for each date segment.
The performance (volume and efficiency) columns initially display estimated amounts for volume (number of clicks, conversions, or revenue) and efficiency (CPC, CPA, ROAS/ERS).
The metrics are based on the plan's conversion goal.
As the plan runs, the column updates to show the actual amounts for past date segments.
Estimates are based on historical performance of the campaigns in the budget group during similar time period. If a targeted amount is beyond the historical spend, Search Ads 360 can't estimate performance.
Changes to budgets, bids, ads, or ad groups will take at least three days to be reflected in the estimates.
The estimates may be inaccurate if campaigns are paused and then reactivated.