Delivery Optimization: Campaign Underpacing

 

There is a pacing indicator in the Spotify Ads Manager UI for lifetime budget campaigns to provide a visual representation of how your active ad sets are tracking to deliver against their budgets. 

 

You can quickly and easily understand how your active ad sets are pacing within the Spotify Ads Manager dashboard, allowing you to identify any underpacing ad sets and make necessary adjustments using the pacing bar as an ongoing visual indicator.

 

Please note that you should give your ad set 48hrs to regulate before considering any changes.

 

What to do if my ad set pacing indicator is red and underpacing?

 

  1. Open the editing option of your underpacing ad set and determine the following:

    1. Schedule:

      1. If your ad set is due to end shortly then any changes that you make would need time to take effect. You can consider extending your end date to give your ad set additional time to pace correctly.

    2. Targeting:

      1. If your audience is too narrow, it can prevent your ad set from delivering in full. Consider expanding your targeting to broaden the audience you are trying to reach.

      2. The forecasting tool at ad set creation should be the first indicator of whether your ad set is likely to deliver.

    3. Frequency Cap:

      1. If you have set a frequency cap which is lower than the set default, consider increasing the cap to improve delivery pacing

    4. Bid Cap:

      1. If your bid cap is below the recommended range or at the lower end of the recommended range, it could mean that it is not high enough to achieve your chosen performance objective.

      2. Consider increasing your bid cap to be more competitive. Remember that your bid cap is the maximum amount that you're willing to pay to win the auction and it does not represent the final amount you will pay.

      3. Another indicator that your bid cap is too low is if the CPM you are paying is equal to or close to the bid cap.

 

Additional resources to consider:

 

Setting your goal, bid cap, and pacing.

Managing your bid.

Setting your budget.