How to Best Structure Your Budgets, Schedule, and Audiences

Understanding how to best structure your ad campaign allows you to deploy an effective advertising strategy that will convert buyers. Your campaign’s audiences, schedule, and budget are all interconnected and important to winning your most profitable advertising opportunities.

Ad creatives are another important element, but in this article we'll focus on three things when setting up your ad campaign: the total budget, the campaign length, and the number of audiences.

Total Budget

Your total budget should reflect the length and number of audiences you are using.

We typically see the following budgets work best on a per-campaign basis:

• Budgets below $100 should lean towards the 2-4 day range

• Budgets below $500 should lean towards the 3-7 day range

• Budgets at or above $500 should lean towards the 10-14 day range

Campaign Length

The length of your campaign determines how much you will be able to spend advertising each day.

Another thing to consider is the timing of the campaign. You want to make sure that the majority of your ad spending is in-line with when your customers actually purchasing. Most people are last-minute buyers, especially when it comes to events. That's why we recommend allocating the majority of your ad spend around key events, such as the few days after the on-sale announcement and the week of close out period.

We recommend your campaign duration is anywhere between 1-14 days during:

• During and after your initial "on-sale" date

• Before and during your "day of event" date

Number of Audiences

Each audience has a minimum budget per day in order to deliver your ads. The number of audiences you can create is limited based on your budget and length.

The number of audiences you can include depends on your budget amount:

• Budgets of $100 or below should use 2 to 4 audiences at a maximum of 5 days

• Budgets of $500 or above can use 3 to 5 audiences at a maximum of 10 days

• Budgets of $1,000 or above can use 5 to 7 audiences at a maximum of 21 days

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