Budget management is one of the most important steps for successful Apple Ads campaigns. It ensures that resources are allocated efficiently to high-performing keywords and campaigns, maximizing your ROI. Advertisers can maintain cost-effectiveness and optimize results by monitoring ad spend and adjusting budgets based on performance metrics. Careful budget management also allows for flexibility and adaptation to market changes, ultimately enhancing the overall success of Apple Ads campaigns.
At MobileAction, we understand the importance of budget management. That is why we developed Budget Allocation for you. Budget Allocation ensures you maximize your budget usage without overspending. Positioned for the upper funnel, this tool is ready for immediate use once it's connected to your Apple Ads API. The Budget Allocation tool excels in scenarios that demand consistent pacing and careful budget oversight.
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How to set up Budget Allocation
You just need to complete four simple steps to enable Budget Allocation.
First of all, log in to your SearchAds.com account and go to Budget Allocation, which is under the Co-pilot section on the left menu.
On the Budget Allocation page, you'll see all of your allocations listed as a table. Here, you can see their names, overall daily budgets, last day's spends, last day's installs, last day's average CPA, and whether the allocation is paused or active. Of course, if you created none, then you'll see the empty state.
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Using the filters on top, you can narrow down your search among allocations. You can either search for their specific names or filter by 'active' or 'paused.'
You can see each allocation's separate performance graph by clicking the small arrow icon at the end of each allocation row. Also, you can choose the time range of the performance graph.
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To create a new allocation, click the "Create" button, choose the campaign group you want to work with and click "Apply."
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For the second step, choose the campaigns you want to work with and click the "Apply" button.
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Then, enter the daily budget and choose its daily or monthly cap.
When you choose the daily cap, the daily spend will match the daily budget. The algorithm may pause some campaigns and reactivate them the next day to ensure the full budget is managed and utilized without exceeding daily limits.
When you choose the monthly cap, over the course of a calendar month, the daily spend will average out to approximately the daily budget, ensuring consistent expenditure without exceeding monthly limits.
After this step, click the "Create" button for your allocation to start working and distribute your budget according to your metrics to get the best possible outcome.
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You can also track essential metrics such as the Overall Daily Budget, Last Day's Spend, Last Day's Installs, and Last Day's Average CPA on the dashboard and get real-time insights into your campaigns' performance using the graphic view. By getting these insights into your campaign performance, you can observe performance and include your findings while building your strategy.
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Here's what each metric means for you;
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Overall Daily Budget: The total daily budget that you set for a specific budget allocation group. If edited, the changes will be implemented the next day.
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Last Day's Spend: The last day’s total spend of all the campaigns under a budget allocation group.
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Last Day's Installs: The last day’s total installs of all the campaigns under a budget allocation group.
- Last Day's Avg. CPA: The last day’s Average CPA of all the campaigns under a budget allocation group.
How to use the Budget Scheduler
The Budget Scheduler lets you set different daily budgets for your Budget Allocation groups on specific days or date ranges. Instead of keeping a single daily budget throughout the month, you can plan your spend in advance and adapt it to expected traffic patterns, seasonality, or special campaigns.
For example, you could assign higher budgets for weekends, holidays, or promotional events, while lowering budgets on weekdays with less activity. The scheduler ensures that your allocation strategy matches your audience’s behavior without needing to make manual changes every day.
Here’s how you can set it on:
- Go to your Budget Allocation group and select Budget Scheduler.
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- Pick the days of the week, date ranges, or both where you’d like to set a different daily budget and enter your preferred daily budget for those selected days.
- Once scheduled, the system will automatically apply these changes on the chosen dates.
Keep in mind!
- If no schedule is applied, your default daily budget will continue to be used.
- You can edit or delete schedules at any time. Updates will apply to future dates only.
- The scheduler works with both Daily Cap and Monthly Cap settings in Budget Allocation.
What to expect after launching a Budget Allocation group?
The performance can vary depending on the campaign structure, but typically, campaigns should start to produce results close to their set capacity within the first 7 days.
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So, in a nutshell, with the exceptional Budget Allocation tool, you can easily spend your budget wisely on your highest-potential campaigns to increase your returns.
If you have further questions or need assistance, don’t hesitate to contact your dedicated Customer Success Manager or get in touch with us via live chat!