Our budget allocator is one of a kind—a powerful module designed to remove the guesswork from budget distribution, ensuring your money works harder through advanced data analysis, machine learning techniques, and a deep understanding of key marketing dynamics. The feature is working to optimize your ad spend across channels and campaigns within the universe of Google, Meta and Bing.
How it works
The updated version of our allocator analyzes the performance of each campaign in depth, identifying patterns of efficiency based on multiple time-related factors such as:
- Day of the week
- Day of the month
- Month
- Holidays
- Paydays
- Weekends and more
But it doesn’t stop there. The allocator also takes into account the typical dynamics in marketing, such as saturation and ad stock:
- Saturation refers to the diminishing marginal returns of advertising as spending increases. If a campaign is saturated, the allocator will recognize that an additional budget won’t yield significant returns and look for growth opportunities elsewhere.
- Adstock refers to the enduring effect of past marketing efforts on consumer behavior. The system understands that campaigns, especially those targeting the upper funnel, can lead to conversions later, even after the campaign ends. By recognizing these patterns, the allocator adjusts its budget allocation to maximize total conversions over time.
For example, if the system identifies that a campaign has reached its saturation point, it will redirect funds to another campaign with more potential for growth.
Key features that deliver
Dynamic optimization
The system adapts to each campaign’s unique characteristics, constantly adjusting spend based on time-of-week, seasonal trends, and campaign dynamics like saturation and adstock. The allocator ensures maximum campaign efficiency, whether the optimal spend allocation is based on the day of the week, time of year, or other factors.
Pattern recognition
The allocator finds and leverages patterns across multiple factors, such as the day of the week and the day of the month. For some campaigns, the patterns for the day of the week and the day of the month might be strong, but weekends might show no significant impact. In these cases, the system will allocate budgets based on the patterns that exist, avoiding the patterns that are not significant.
Built-in experimentation
The allocator includes an innovative experimentation feature that temporarily allows the budget for a specific campaign to exceed its prior limits. This experimentation is done cautiously and optimally, minimizing risk while uncovering smarter, more effective budget strategies than what was previously tested.
Nightly relearning
Our allocator doesn’t just set the budget and forget it. It relearns every night, taking the latest campaign data into account and adjusting its budget allocation accordingly. This process ensures that the system is always in tune with the most current trends, performance shifts, and opportunities for optimization.
Flexible budgeting
The allocator works with monthly and daily budgets across all campaigns for Meta and Google channels. It efficiently allocates funds to maximize your desired ROAS or meet specific ROAS targets while keeping a close eye on your total budget to ensure no overspending.
The results speak for themselves
The result of using our new budget allocator:
Maximized efficiency
By aligning budget allocations with each campaign’s most productive periods and accounting for saturation and adstock effects, you will see improved campaign performance, whether boosting ROAS or spending more efficiently within a given target.
Lower risk with higher reward
With built-in experimentation, intelligent pattern recognition, and nightly relearning, the allocator ensures that even when testing new approaches, the risk remains low, and the rewards—both in performance and insights—are substantial. In short, our budget allocator doesn’t just help you spend smarter; it learns, adapts, and factors in marketing dynamics like saturation and adstock to find the best growth opportunities. No more wasting budget on underperforming periods or missing out on times when campaigns are most effective.
Take control of your ad budget with our updated budget allocator, and see how optimized spending can grow your business.
