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Budget Pacing in Adwords?

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# 1
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In DoubleClick Search I used to work with budget pacing; a way to set a budget (eg monthly) and check continuously if you are on track to spend a budget. Is such a thing coming to Adwords, preferably with email alerts (eg spend projection vs actual spend)?

2 Expert replyverified_user

Re: Budget Pacing in Adwords?

Explorer ✭ ✭ ✭
# 2
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Hey Remko,

 

I fear, I couldn't able to see such feature.  I know it can be manipulated through the past performance with the help of API, but currently I'm unable to see such features in AdWords. 

 

@MosheTLV can you please guide us here? If we can have such feature, it will be really great. 

 

Thanks!

Shafi Ahamed

Re: Budget Pacing in Adwords?

Top Contributor
# 3
Top Contributor

Remko;

Adwords is based on a daily budget. (Your monthly budget divided by 30.4)

You can get alerts about budget and make changes to bids using automated rules.

 

Read more about  bidding and budget options using automated rules:

https://support.google.com/adwords/answer/2497710

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Budget Pacing in Adwords?

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# 4
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I know I know. But automated rules is not suitable for this task IMO. That's why I'm searching for a REAL budget pacing solution within Adwords.

Re: Budget Pacing in Adwords?

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# 5
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It's definitely possible using the API, but the reason I'm posting this is that a native Adwords feature would be much better off course. Just checking.

Otherwise I'm considering building a toolset that does just this (among other things).

Re: Budget Pacing in Adwords?

Top Contributor
# 6
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Then Adwords scripts....

Let me ping the scripts king...  @Jon_Gritton 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Budget Pacing in Adwords?

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# 7
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BTW, the fact that Adwords uses only Daily budgets is exactly the reason why monitoring of monthly budgets is important IMO.

Re: Budget Pacing in Adwords?

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# 8
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I'm already using that (build a script): http://remkovanderzwaag.nl/blog/adwords-script-budget-vs-spend-rapportage

I want a more solid solution.

Re: Budget Pacing in Adwords?

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# 9
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Ever any answer on this? I'm really fiendin for an AdWords script solution for a real budget pacer. I can edit scripts to some dangerous degree, but writing .js from scratch is not my strong suit.

Re: Budget Pacing in Adwords?

[ Edited ]
Top Contributor
# 10
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Hi @David B I use a budget control script in many of my client Accounts.  It's pretty simple; the script compares the desired monthly spend against the actual cost so far in any given month and then sets a new daily budget as appropriate.  It can be used with just one Campaign, or shared across several using Labels to split the budget by percentage.  See below:

 

/* Modified Flexible Shopping Budget Script © Jon Gritton 2016
*  Apply two Labels to each Campaign you want controlled.
*  One to denote the Campaign is under budget control (the FLEX_LABEL)
*  and one purely a number to denote the percentage of the budget to
*  be given to this Campaign.
*  To use on one Campaign, set the percentage to 100
 */

// Instance vars
var TOTAL_BUDGET = 1150;
// use this Label on all Campaigns you want affected by this script
var FLEX_LABEL = "FlexBudget";
// if the Campaign(s) have any other Labels other than that above and
// the percentage, list them here, comma separated. 
var IGNORE_LABELS = "Cobnut Managed";

var d = new Date(Utilities.formatDate(new Date(), AdWordsApp.currentAccount().getTimeZone(), "MMM dd,yyyy HH:mm:ss"));
var thisMonth=d.getMonth();
var thisYear=d.getFullYear();
// DAYS_SO_FAR is -1 because "today" hasn't happened yet
var DAYS_SO_FAR = d.getDate() - 1;
var TOTAL_DAYS = daysInMonth(thisMonth + 1, thisYear);
var DAYS_REMAINING = TOTAL_DAYS - DAYS_SO_FAR;

var START_DATE = new Date(thisYear, thisMonth, 1);
var END_DATE = new Date(thisYear, thisMonth, TOTAL_DAYS);

function main() {
  setNewBudget(calculateBudgetEvenly, TOTAL_BUDGET, START_DATE, END_DATE);
}

function setNewBudget(budgetFunction, totalBudget, start, end) {
  var costSoFar = 0;
  var campaignsToSet = [];
  var campaigns = AdWordsApp.shoppingCampaigns()
    //affect only live Campaigns
    .withCondition("Status = ENABLED")
    .withCondition("LabelNames CONTAINS_ANY ['" + FLEX_LABEL + "']")  
    .get();
  while(campaigns.hasNext()) {
    var campaign=campaigns.next();
    var thisCost = campaign.getStatsFor(dateToString(start), dateToString(end)).getCost();
    costSoFar += thisCost;
    campLabels=campaign.labels()
     //get only the labels for percentages
     .withCondition("Name IN ['" + FLEX_LABEL + "']")
     .get();
    if(campLabels.hasNext()) {
      //this campaign is a Flexbudget
      campaignsToSet.push(campaign);
      Logger.log("CampaignToSet: " + campaign.getName());
    }
  }
  var totalCalcd = 0;
  Logger.log("CostSoFar: " + costSoFar);
  totalBudget -= costSoFar;
  Logger.log("Total available for Flex Campaigns for the rest of the month: " + totalBudget);
  for(var i in campaignsToSet) {
    var thisCampaign=campaignsToSet[i];
    var ignoreLabels = "'" + FLEX_LABEL + "'";
    if(IGNORE_LABELS != "") {
      var igLabs = IGNORE_LABELS.split(",");
      for(var i in igLabs) {
        ignoreLabels += ",'" + igLabs[i] + "'";
      }
    }
    cLabels=thisCampaign.labels()
      // Ensure only the "percentage" Label is selected - you may need to add others if you use them
      .withCondition("Name NOT_IN [" + ignoreLabels + "]")
      .get();
    var percentage = cLabels.next().getName();
    //set the new budgets
    var newBudget = budgetFunction(totalBudget, percentage);
    newBudget=(newBudget>0)? newBudget : 1;
    thisCampaign.getBudget().setAmount(newBudget);
    Logger.log("Campaign Set: " + thisCampaign.getName() + " Budget: " + newBudget.toFixed(2));
  }
}

function calculateBudgetEvenly(totalBudget, percentage) {
  //set budget based upon percentage Label
  var budgetRemaining = totalBudget*(percentage / 100);
  
  if (DAYS_REMAINING <= 0) {
    return budgetRemaining;
  } else {
    return budgetRemaining / DAYS_REMAINING;
  }
}

function daysInMonth(month, year) {
  //returns number of days in a given month of a given year
  return new Date(year, month, 0).getDate();
}

function dateToString(date) {
  return date.getFullYear() + zeroPad(date.getMonth() + 1) + zeroPad(date.getDate());
}

function zeroPad(n) {
  if (n < 10) {
    return '0' + n;
  } else {
    return '' + n;
  }
}
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