Budget, Caps, and Pacing
Setting a Line Item Budget
After creating your line item, you will have two options available for setting up your budget:
Uncapped Budget: Select Uncapped and your line item will spend freely from the funds available at the campaign level. The available funds are determined by the campaign budget that can be capped or uncapped. Your line item will stop spending once the Campaign budget is reached. At this point, your line item status will switch to "Budget Hit".
Capped Budget: Select Capped and enter the maximum amount for your line item to spend. Your line item might not spend the entire amount. The amount is used as a cap and your line item will stop spending when it is reached.
Setting a Line Item Pacing
After the budget selection, you can set up pacing options to help you control your budget spend pace. By default, your line item is set up with no pacing rules and will deliver the budget asap. You have two options if you want to control the speed at which your budget is spent.
You can optionally set line item pacing to determine how a line item spends its capped or uncapped budget. Regardless of whether a pace is set, a line item will never spend more than its set budget or campaign budget. You can set a Daily and/or Monthly Pace or an Automated Pace per line item.
Daily Pace: Your line item won't spend more than the daily pace amount on a daily basis.
Monthly Pace: Your line item costs will not exceed the monthly pace amount for each calendar month. If your line item doesn't start on the first day of the calendar month or if you update pacing throughout the month, the monthly pace will be calculated based on remaining days in the current calendar month.
Automated Pace: Your daily spend will be adjusted automatically. You must have a line item budget and end date or enter a monthly pace to select this option.
This option is helpful if the line item does not reach its daily spend every day, but you want to make sure it has the opportunity to spend the full budget.
Set a Daily/Monthly Pace
On the Campaigns page, click the name of the campaign that contains the line item you want to edit
On the Line Items page, click the Edit icon in the Daily Pace and/or Monthly Pace column and enter the amount you want to allot per day/month
Click Save
Set an Automated Pace
On the Campaigns page, click the name of the campaign that contains the line item you want to edit.
On the Line Items page, click the name of the line item you want to edit.
On the Line Item Settings step, ensure that an End Date is set (in the Schedule section) and the Line Item Budget is capped (in the Line Item Budget section) or that a Monthly pace is set (in the Monthly Cap section).
Scroll to the Daily Cap section and mark the Automated checkbox
Click Save & Exit