Q: Why are some channels with better performance getting lower budget? More specifically, In some cases, why would social channels still have spend / budget instead of being paused in the case of having less ideal performance than non-social channels?
Intelligent budget automation, when pausing networks due to lack of remaining budget, prioritizes the continued pacing of social networks over nonsocial networks. The primary reason for this behavior is to avoid scenarios where social networks are completely paused and the subsequent difficulties of restarting and ramping up pacing for campaigns of a social network.
Q: What are some measures to take when there is overpacing or underpacing?
Intelligent budeting will adjust accordingly over the course based on long-term target set. There will be some “reaction” time as the algorithm constantly learns and makes adjustments. In general, AlgoLift IB has been calibrating well. Clients are welcome to discuss with the AlgoLift team to make manual interventions, only if necessary. We ask clients to carefully make manual changes with advice, as any manual changes might overwrite or be overwritten with IB running at the same time, and cause conflicts in the IB system.
Q: For the algorithm, is there a minimum budget required for networks?
The minimum viable budget for social networks is $25,000 per network and per platform, and for sdk networks is $10,000 per network and per platform. For example, $25,000 for FB iOS, $25000 for FB AND, and that will be $50,000 in total for FB as a network.