Spend Projection - User Guide

What is the Spend Projection tool?

The tool analyzes spend data, historical seasonality, and recent performance to predict how much the AdWords account is likely to spend by the end of the selected time period. Spend levels can fluctuate so the tool gives you a range for the projected spend. 


How does it work?

The system uses machine learning to predict likely spend for each of the remaining days during the selected date range. analyzes actual spend over the past few days to predict the cost the AdWords account will accrue at the end of the selected time period. Since actual spend levels fluctuate the system recommends a range for the spend

While we predict the spend in the Spend Projection, we take into consideration the following two factors: 

  1. Day of the week 
  2. Weekly and yearly seasonality(to take into consideration the account growth) and its consistency in the past years (since the time an AdWords account was active or 2010 whichever is earlier)

Settings for the Spend Projection Tool

Set the target budget :

Actual Spend till now

The total cost accrued by the account from the first date to the last date of the selected time period.

Projected Spend till <end date>

Based on the current spend patterns, the amount the campaigns/account will spend by the end date.

Required daily spend to hit target

Based on the current spend patterns, you can see the required daily spend to meet the target budget.



Spend Projection (cumulative)

Estimate of how much the PPC campaigns will spend by the end of the selected date range

  • Projected Expected - Shows the expected spend the account will be at by the end of the date range.
  • Projected Max - Represents the upper spend limit.
  • Projected Min - The lower spend limit.

In the image above, the projected spend ranges from $139.867,39 to $169.088,88 and is most likely to be $154.478,39


Spend Projection (daily)

You can also see your daily spend projection which shows the pattern of your spend across the week. You also get to see the expected spend, expected min. spend and an expected max. spend for every day. This gives an idea about the spending potential of the account. 


Use Case

When you run an AdWords campaign you have an allocated budget which needs to be spent within the stipulated time. The spend projection tool monitors the daily spends and gives future projections about how should the campaign spend the budget in order to meet the target budget.


Demo Video

 

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