¶ Budget Related Terms
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What is Periodic Pacing?
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Periodic Pacing is a feature in Optimize that allows users to allocate budgets over a specified period between 7-28 days using 1 budget planner, based on historical data and specified constraints.
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What is the minimum data required for Periodic Pacing?
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A minimum of 60 days of historical data is required for Periodic Pacing analysis.
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How often does Periodic Pacing take action?
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Periodic Pacing takes action once every day, and this is a mandatory timeline for Pixis AI to function better.
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What is Daily Pacing?
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Daily Pacing is another feature in Optimize that enables users to allocate budgets daily without any frequency restrictions.
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What is the minimum data required for Daily Pacing?
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A minimum of 7 days of historical data is required for Daily Pacing analysis.
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What are the allowed configurations for Cost Metric and Result Metric?
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Cost Per Result (CPR) with Results Return on Advertising Spend (ROAS) with Revenue ROAS with Results are the allowed configurations
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Under what circumstances will no recommendations be generated?
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No recommendations will be generated if there have been no spends by all active assets combined in the last 7 days.
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What are the budget constraints for Daily Pacing?
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For Daily Pacing, the sum of minimum constraints should be less than or equal to the total daily spending. Similarly, the sum of each platform's maximum constraints should be greater than or equal to the total daily spending.
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What are the constraints for Periodic Pacing?
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For Periodic Pacing, the sum of the minimum constraints of each platform should be less than or equal to the total planned spending. Similarly, the sum of the maximum constraints of each platform should be greater than or equal to the total planned spending.
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¶ Other Frequently Used Terms/Field
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Result metric (Dropdown)
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Purpose—Help AI understand your result metric so that it can deploy the right model to optimise performance.
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Ideal Practice - The result metric completely depends on a user's key objective goal. Ensuring the correctness of this is of utmost importance.
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Target Results (Numeric input field)
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Purpose - Help AI understand what is the ideal amount of results you wish to achieve daily for all the assets(combined) tagged in the concerned AI group
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Ideal Practice - AI would work best when the targets are practical i.e. close to what the current reality is, we recommended gradually scaling your targets instead of putting up a huge gap in expectation vs reality. Always go for 5-10% higher (in case of scaling up) amounts than the reality. You can look at the last 7-28 days of historical data to observe the average results trend and make a calculated decision.
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Additional sub offering -
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Target ROAS - Applicable only when the resulting metric is either "Conversion Value” or if it is "Conversions" and the definition for this metric is set to Conversion value on the AD platform. Consider the behaviour to be similar to Target Results / CPR
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Target CPR (Currency + Numeric input field)
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Purpose - Similar to Target results but the user needs to feed in the Target Cost per result here.Ideal Practice.
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The ideal target CPR should be 15-20% lower (in case of scaling up), than the actual CPR.
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Lookback period (Numeric input field)
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Purpose - The Lookback period represents the number of days before today during which the performance is analysed and actions are taken.
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Ideal Practice - We usually have a 7-day lookback period but if the account has sparse data, a longer lookback is preferred. (We’re also planning to make the lookback period dynamic where the user wouldn’t have to input a number but the model will automatically determine this.)
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Optimisation Approach (Dropdown)
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Purpose - AI needs to understand the user priorities in terms of whether it needs to focus more on Scaling the performance or Optimising the Cost. There are currently 2 available approaches -
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Cost First - AI will give more importance to cost optimization rather than scaling the performance.
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Scale First - AI will focus more on performance scaling rather than on optimizing the cost.
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Ideal Practice - Depending on the brand strategy and account health, users should choose the method that fulfills their requirements in the best possible manner
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Bid % Change (Ballpark)
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Purpose - While recommending an action, AI will always ensure and respect the limits you set here. To ensure ideal changes, the user needs to set upper limits/threshold for the Big Change % value in both increasing and decreasing directions.
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Ideal Practice - Always start with small thresholds like 4-5% and then once the user feels comfortable with the recommendations and performance optimization, can scale up the thresholds. Also, consider your brand requirements occasionally and visit this section again.
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Budget % Change (Thresholds)
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Purpose - Similar to Bid % change, here we deal with Budget % thresholds.
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Ideal Practice - Depending on the Budgets, target results, and target CPR - users should always put ideal limits to the budget change recommendations such that the AI would be able to achieve the desired target results at the target CPR in a faster time frame.
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Increase Budget By (% range)
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Purpose - Here once you have set a threshold, AI needs to know the ideal Min. Max. range of % change that would be acceptable for the users. For ex. If the current Budget is 1000$ per day and the user wants to scale up the results by increasing the Budget, AI uses this information to understand the intent magnitude of the user being aggressive, Gradual increase, etc. The higher the minimum/maximum value you set here, the more aggressive actions appear to be.
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Ideal Practice - Always start with small values like 1-2% minimum and 4-5% maximum and once actions seem to be optimizing the performance consistently, then go with an aggressive mindset if required.
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Decrease Budget By (% range)
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Purpose - Similar to the above field, here the AI understands the limits in the -ve direction or decreasing direction.
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Ideal Practice - Depending on the risk factor and targets to achieve, you can set up the limits here.
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Bid Amount Range (Currency + Numeric input field)
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Purpose - In case you wish to give set absolute values as a ballpark for the bidding values, use this field to help AI understand what minimum and maximum bid values should be.
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Ideal Practice - Use this when you are certain about your ideal bidding range to drive the target results at target CPR. Best recommended to leverage this once you get familiar with the best-suited Bidding amount for your objectives.
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Budget Amount Range (Currency + Numeric input field)
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Purpose - Similar to the Bid range, here we configure the Budget range if required.
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Ideal Practice - Utlise this to ensure that the budget always stays within a limit no matter what the direction is, AI will use this to ensure the Budget actions never breach the limits.
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