How to adjust your Campaign Budget

Differences between Budget and Spend

When creating an advertising campaign you must enter an average daily budget.

The Daily Budget you set on a campaign tells RollWorks how much, on average, you are willing to spend on all ad impressions each day.

Spend accounts for how much of your budget we use to auction for your ad impressions to reach your target audience. Spend is influenced by the following factors:

  • Your audience size: Targeting large audiences increases your advertising reach and helps you get in front of more potential customers.
  • The variety of ad sizes you add to your campaign: Uploading multiple ad sizes to your campaigns will secure premium inventory space. 
  • The amount you bid for each ad placement: RollWorks uses our proprietary BidIQ® algorithm to evaluate each person based on their level of intent, the inventory available, and seasonal factors.

  The minimum daily budget is $3

In order to properly optimize your campaign, the minimum daily budget for a campaign is $3.


Discrepancies between Budget and Spend

If you notice that Daily Spend is more than your specified Daily Budget, that means your campaign is spending more on days with more opportunities and less on other days. Factors like weekends, seasonality, and holidays can all impact how many opportunities are available each day.

When you set your Daily Budget you are setting an average. On days when your campaign sees an increased opportunity to drive results, you may spend up to 20% more, then there may be days that your entire budget is not spent in order to maintain your set average daily budget.

This flexibility allows your campaigns to drive the best results on busy days. We do this to spend your budget as effectively and efficiently as possible. With the daily budget fluctuation, you provide us the ability to be flexible and to take advantage of opportunities when they arise. However, you do not have to worry about overspending. 


Prevent Budget overspending

Even though your Daily Budget and Daily Spend can vary on any given day RollWorks will prevent overspending. As long as your budget is consistent for an entire month, you won’t be charged more than your daily budget multiplied by the average number of days in a month, which is 30.4 (365 days in a year ÷ 12 months).

If you change your daily budget throughout the month, your daily spend will reflect your latest specifications. Your existing monthly charging limit will be removed and a new one is created each time you change your Daily Budget for a campaign.


Adjust your Campaign Daily Budget

When creating a new Campaign in RollWorks you will be prompted to enter your desired Daily budget as part of the campaign setup.

To edit the budget of an existing Campaign:

  • Go to this page or navigate to Advertising > Campaigns & Playbooks.
  • Click the Campaigns tab.
  • Find the campaign that you want to adjust and click on the campaign name.
  • Click Edit.
  • Scroll down to Daily Budget and enter an amount.
  • Click Save.

  Changing your daily budget will reset your monthly charging limit.

If you change your daily budget mid-month, your existing monthly charging limit will be removed and a new one is created. This occurs each time you change your daily budget.



If you are unable to edit the Daily Budget for your campaigns, please contact the RollWorks Customer Support team, or reach out to your Customer Success Manager directly.


Campaign Budget Best Practices

Adjust your budget based on the Audience Size

When setting up a new campaign, you should keep in mind the targeted audience size to ensure campaigns are successful and reach their full potential. We suggest starting with the following ranges depending on the size of the audience being targeted.

Audience Size

Monthly Budget
10,000 $1,000- $2,000
25,000 $2,500 - $5,000
50,000 $5,000 - $10,000
100,000+ $10,000+

These ranges assume full inventory reach by using all recommended Web Ad sizes, including Native Ads Sizes.


Take advantage of events

Big promotions, such as product launches and releases can increase interest in your brand and visitors to your site. Your audiences will stay larger for longer than the promotion time period. You should take this into account when forecasting the costs and impact of the big event.


Adjust budgets for seasonality

Most B2B businesses have seasonal rises and declines in site traffic and interest. For example, the Holiday season is generally extremely busy for the e-commerce and retail side, which might mean higher ad costs and fewer visitors for B2B sites, while Q1 is often a time of new company budgets and could be a good time to increase your spend while lots of decisionmakers are in the market.

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