In Display & Video 360 (DV360), "pacing" refers to the way you distribute your ad budget or impressions over the course of a campaign. Proper pacing is essential for managing campaign budgets effectively and ensuring that your ads are displayed consistently throughout the campaign's duration.
Pacing in DV360 can be especially important when running programmatic or automated campaigns, where real-time bidding and optimizations are involved. Here's more information on pacing in DV360 along with examples:
Pacing Types in DV360:
Even Pacing: Distributes the budget or impressions evenly over the campaign duration. This ensures a consistent presence of your ads throughout the campaign.
ASAP (As Soon As Possible) Pacing: This setting aims to spend your budget or deliver impressions as quickly as possible, often front-loading the campaign with ad spend.
Custom Pacing: Allows you to set specific rules and targets for budget or impression delivery, such as delivering more on weekends or during specific hours of the day.
How Pacing Works in DV360:
Pacing in DV360 is primarily set at the line item level when you create or edit a line item within a campaign. You can specify how you want the budget or impressions to be distributed throughout the campaign by selecting one of the pacing options mentioned above.
Examples of Pacing in DV360:
Even Pacing:
- Scenario: A retailer is running a month-long campaign to promote its new product. The budget for this campaign is $10,000. To ensure consistent visibility throughout the month, they set up even pacing, so DV360 spends approximately $333 per day over the 30-day campaign duration.
ASAP Pacing:
- Scenario: An e-commerce store is having a flash sale that lasts only 48 hours. They allocate a budget of $5,000 for this short-duration campaign and select ASAP pacing. DV360 will work to spend the entire $5,000 as quickly as possible to maximize the impact during the sale period.
Custom Pacing:
- Scenario: A travel agency is running a campaign promoting last-minute weekend getaways. They want to allocate more of their budget for impressions on Fridays and Saturdays. They set custom pacing rules to increase the daily impression delivery on those specific days, ensuring their ads are highly visible during the weekend.
Adjusting Pacing in DV360:
Advertisers can adjust pacing settings within DV360 based on campaign performance. For instance, if a campaign is underspending and needs to deliver impressions more quickly, you can switch to ASAP pacing or increase the daily budget. Conversely, if a campaign is spending too quickly or needs to be more evenly distributed, you can choose even pacing or adjust custom pacing rules.
Proper pacing in DV360 helps ensure that your advertising budget is spent effectively, ad delivery is consistent, and you achieve your campaign objectives while avoiding overspending or under-delivery issues.
