Set up Cost Control

If you’re launching a campaign or ad set with a daily budget at the end of the day, the delivery system is going to try to spend that budget within the day. Without cost control via bid cap in place for those ad sets, they are going to spend very aggressively because you’re essentially telling the system bid as high as possible to get results within that day, and you’re competing against tons of other advertisers during a very competitive period in the ad auction.

To avoid spending daily budgets in an overly aggressive fashion here are a few options:

1. Bidding: Implement bid caps to prevent the delivery system from bidding too far above your desired CPA/ROAS targets
2. Schedule (without bid cap): Set campaigns to start at the beginning of the next day, so we have the full 24 hours to spend the daily budget. This allows our pacing mechanism to use a lower “best response” bid because we aren’t trying to enter every auction to fulfill your budget.
3. Budgets (without bid cap) Set a lifetime budget, or calculate a pro-rated % of your normal daily budget that you would want to spend for the abbreviated day