Sometimes, you may want or need to move spend from one budget to another. Doing so means you can fund your best-performing campaigns to maximize their performance and/or better pace campaign spend.
But how do you know when moving spend to a different budget is the best strategy? You can opt in to receive reallocation recommendations within Fluency. Reallocation recommendations show up as Budget & Spend notifications, and you can choose to accept, reject, or edit them.
How reallocation recommendations works
Reallocation recommendations are generated based on estimates of budget spending. There are three phases:
Stability period: First six days of the month; no recommendations are generated in this phase.
First recommendation period: Starting on the seventh day of the month (following the "Stability Period"), Fluency identifies budgets that can give or receive spend based on estimates of how much those budgets will spend by the end of the month. The recommendations generated aim to optimize for cost per conversion, conversion volume, and, if there are no conversions, cost per click.
Second recommendation period: After you accept, reject, or edit a recommendation, Fluency again evaluates budgets for seven days before making another recommendation. Recommendations are made between the eighth and 25th days of each month. The minimum recommendation amount is $50, and the maximum amount is capped at 30% of an individual budget.
Note: If you prefer, you can set up automatic acceptance of reallocation recommendations via Recommendation Policies. Contact your Advertising Engineer to walk you through the process.
Turning reallocation recommendations on or off
For a single budget
Go to Manage in the top menu.
Click on an account in the list.
Select the Budget tab.
Click on a budget.
Locate the Allow Reallocation column. If you don't see it, edit the columns to add the column to the budget table.
Toggle the switch on/off for the budgets you want to enable or disable Allow Reallocation.
For one or more budgets (bulk change)
Go to Manage in the top menu.
Check the box for the accounts you want to update.
In the blue bulk edit menu, click Bulk Manage.
Under Actions, click the Please Select dropdown and choose Budget.
In the dropdown, select allow reallocation recommendations to enable or do not allow reallocation recommendations to disable.
Click Preview to review the changes.
Click Apply.
If you want to customize how and when budget reallocation recommendations are generated, you can configure the settings to override the default values with custom reallocation strategies.