Campaign delivery can be controlled using a number of different pacing options. Pacing options are located on the campaign detail page just below the Run card and to the right of the Goal card.
Pacing can be set to deliver a campaign As Fast as Possible, Evenly, or to meet a Daily Goal.
Step 1: Choose which Type of Pacing you want to use for your campaign.
As Fast as Possible - All campaigns default to As Fast as Possible. This means that ads will be served whenever a campaign meets the requirements for delivery (based on its Priority, Fill Rate, CPM, Geography, etc.), as the system works to meet the campaign’s Goal as quickly as possible. A campaign set to As Fast as Possible may meet its Goal before the Run time is complete.
Evenly - Ad delivery will change dynamically throughout the entire duration of the campaign to deliver as evenly as possible until it meets the Goal. A campaign's delivery will be reduced if it is pacing ahead of schedule, and will be increased if it is pacing behind.
Daily Goal - Daily Pacing can be set to deliver “As Fast as Possible” or “Evenly” to meet the Daily Goal.
- Daily: As Fast as Possible - This setting allows the campaign to deliver as it normally would, taking into account priority, fill rate, and CPM, but campaign delivery will stop for the day when it reaches the number of impressions in the Daily Goal.
- Daily: Evenly - Ad delivery will be throttled or accelerated dynamically to meet daily impression goals while delivering as evenly as possible throughout the day.
Step 2: Set a Goal.
A Goal tells the system how quickly it needs to deliver a campaign. A Campaign Goal can be based on Impressions or Spend and is set on the Goal Card located next to the Pacing Card.
If using a Daily Goal for Pacing, you will need to set a specific Daily Goal in addition to your Campaign Goal. A Daily Goal is based on Impressions and is set when you select Daily Goal on the Pacing Card.
Make sure that you set the Daily Goal high enough that it will meet the total Campaign Goal when multiplied by the number of days in the Run. When the Daily Goal is too small to reach the total Impression or Spend Goal for a campaign, a warning message will appear.
For more information about pacing and the ad selection process, please see the Ad Selection Guide in the Help Center.