Learning budget helps us to explore the potential of bid units
(keywords/ads) that do not have impressions, clicks. If a significant
number of your bid units have clicks, then you can decrease your
learning budget. The way to check that is by looking at Coverage (in
Portfolio Settings).Another time you may want to decrease your learning
budget: when you cannot increase the budget and see a decline in the
Portfolio's performance. A large learning budget will divert a big chunk
of the budget towar...
Daily Budgeting is appropriate from my guess for you. but it is true it
differs from person to person & Strategy to strategy.I personally like
automation strategy from Ramit Sethi. I had separate accounts for bills,
savings, and spending, and my direct deposit got automatically split
between those accounts. As soon as I went away from that method to
trying to keep track of everything in a single account (when I moved to
Simple bank), my finances tanked.
The factors that lead to overspend/underspend can be categorized into
two: controllable factors and external factors that cannot be easily
controlled. Also, depending on the type of advertising, the reasons
vary. Facebook can have some very different reasons for overspend
compared to Search.For the sake of simplicity, this answer focuses
Search.The attached decision tree will give a good idea of what should
be analyzed in case of an overspend. This flow chart focuses on
controllable factors whic...
That's a good question!Adobe Media Optimizer evaluates bids for all the
keywords in an optimized Portfolio. If there is no change in the bid
(i.e. it is the same bid that was set yesterday), then we do not need to
change the bid for the keyword. The bid from yesterday can continue on
the Search Engine. If you see bids executed for 358932 keywords, that
means those keywords had a different bid than the bid that was set the
day before. The bids are being evaluated for all keywords though.
The final entity on which we place bids is called a Bid Unit. A Bid Unit
(in Search) includes the keyword and match type. In addition to that, we
have also included campaign level information. So the same keyword and
match type combination, if they are in different campaigns, will get
different bids. So in short, a Bid Unit = a combination of keyword +
match type + campaign.