since ‎30-05-2017
‎10-12-2019
optimizebyadobe
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Re: Portfolio Overspend/underspend
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gbhat

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gbhat
- Adobe Advertising Cloud
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...

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