Budget Booster is a tool designed to help marketers understand how much additional spend is possible for their Clients and Budgets. Budget Booster calculates the additional spend potential assuming a Budget's campaign strategy remains the same (no: new keywords, ads, targeting).
Where do I find Budget Booster?
Budget Booster can be accessed from two places. On the Dashboard's left-hand navigation menu, there is a link to "App Gallery" that is available at any time. Clicking into the "App Gallery" sends you to a page where you can select Budget Pacer, Budget Booster, or the Shape API.
You can also access Budget Booster by selecting the App Gallery button that appears on the top navigation menu after clicking into a Client or Budget page.
How Does Budget Booster work?
Budget Booster utilizes the last 60 days of a campaign’s lost impression share metrics to calculate a Booster Score. The Booster score helps you quantify the Budgets with the biggest opportunity to spend additional ad dollars, and tells you the amount the spend could be boosted by to achieve optimal returns.
A Booster score can be generated on the Company, Client, Budget, and Campaign level.
The score is a representation of the amount of the available impressions and spend that a campaign has captured. Any impressions missed due to limited daily budgets or a status of ‘paused’ are considered lost potential spend.
Booster Score can be loosely thought of as the percentage of the total available spend that the campaign captured in the last 60 days.
A Booster Score of 22 (for example) means your accounts are reaching under one-fourth of their spend potential under current strategies.
How is Booster Data Calculated?
Every Google and Microsoft Advertising campaign is run through an analysis. (Booster is not available for social campaigns because they don’t deliver impression share statistics).
First, Booster determines the number of days a campaign was eligible to receive an impression. Each eligible day (known as a ‘Sample’) is then analyzed to determine the number of lost impressions due to insufficient budget.
Sample data for lost impressions, along with cost and impressions, are aggregated for each eligible day. These lost impressions are then used to approximate the amount of spend that was lost due to insufficient budget.
Booster totals up the spend potential to generate the estimated maximum amount that a group of campaigns could spend through the duration of one full cycle.
What can I do with this data?
You can make changes to a Client's Budgets or a Campaign's daily budget directly from Budget Booster. Simply click into the Budget or Campaign you want to edit, and a pencil will appear next to the metrics in a column if it is editable.
For your Clients that wish to approve spend changes before they're implemented, you can export Booster data to quickly deliver data-backed budget recommendations.