Enabled pacing strategies can achieve budget goals, but sometimes underspend still occurs. Underspend mitigation allows Fluency to adjust budget strategies as needed to improve underspend.

Note: Underspend mitigation is not available for Meta (Facebook) campaign budgets.

How underspend mitigation works

Available strategies

Underspend mitigation uses five key strategies:

1. Bid adjustment

Bids automatically increase by a specified percentage. Note: This works only for manual CPC, not smart bidding.

2. Remove keyword conflicts

Removes negative keywords that are preventing targeted keywords from bidding.

3. Broad match keywords

Top 100 phrase and exact match keywords are transformed into broad match.

4. Relax ad schedules

Add additional hours to the existing schedule when underspend occurs. Note: If your ad schedule strategy is set to 24/7 in Blueprints, this strategy will not apply.

Go to Global Setting (gear icon) in the left menu.
Click Customer Info.
In the Budget Management section, click the + icon in the right corner.
Select Add Schedule Additional Late Hours on Underspend or Add Schedule Additional Early Hours on Underspend.
This will add an additional field (or fields) that you can use to add hours to your ad schedule in the morning or evening.

5. Increase geo radius

The targeted geographical area expands by a specified number of miles. Make sure clients approve this change.

Strategy activation

Starting on the fifteenth day of a month, enabled underspend mitigation options kick in when a budget is pacing below 96%. One activated strategy is applied each day to improve spending. If the first strategy doesn't improve pacing, the system moves to the next one on the following day.

Underspend mitigation strategies remain on through the first seven days of the next month. This gives you time to adjust your budget settings to avoid needing underspend mitigation in subsequent months.

If budgets are no longer pacing below 96% after the seventh day, one strategy per day turns off. The strategies turn off in reverse order (5. Increase geo radius, 4. Relax ad schedule, 3. Broad match keywords, 2. Remove keyword conflicts, and then 1. Bid adjustment). Strategies stay off if spending is above 99.5% and underspend mitigation wasn't activated in the last 10 days.

📌 Remember

Underspend mitigation activates:

On the 15th day of the month
If a budget is pacing below 96%

Configuring underspend mitigation

Go Manage (globe icon) in the left menu.
Select Accounts.
Choose an account in the list.
Under the Budget tab, click on a budget from the list of budgets associated with the account.
Go to Budget Settings near the top.
Scroll to find the Underspend Mitigation section.
Activate your desired strategies by toggling on or inputting a number in the field.
Click Save in the top-right.

Note: Active underspend mitigation tactics are highlighted in yellow in the budget table in Manage. You'll also see a red flag icon in the budget column when underspend mitigation is active.