OptiPacer notification: Budget is underpacing but unable to spend more

If we've sent you this notification, it means OptiPacer has determined that the campaigns in the affected budget are not able to effectively spend more without further changes. This article describes how we determine this and suggests a few potential solutions that you can implement manually to resolve this issue.

Budget allocation capacity check

Search: For Search campaigns, OptiPacer calculates a campaign's capacity to spend more based on its Search Lost Impression Share (budget).

Non-search: For non-Search campaigns such as pMax, OptiPacer analyzes the campaign's performance and decides to increase spend within built-in thresholds.

Social media: For social media campaigns such as those running on Meta Ads, OptiPacer checks the frequency of the campaign to determine its capacity to spend more, ensuring ad fatigure and oversaturation are avoided as they lead to disengagement and desensitization which negatively impact performance.

Solutions for underpacing budgets

If a budget is underpacing and we've determined that its campaigns don't have sufficient capacity to spend more, we will send you an email notification as well as displaying an in-app notification (see the bell icon in the top right of the app).

We suggest the following solutions which will need to be implemented manually:

a) increase bids or decrease performance targets for the campaigns
OptiPacer only manages campaigns at budget level. If a campaign is performing well we suggest increasing the bids or decreasing the performance targets such as Target CPA or Target ROAS. This will allow the campaign to spend more at the cost of reducing efficiency.

b) broaden out their targeting to reach a wider audience
Campaigns may be limited in their reach due to very narrow location targeting, audience settings, set of keywords or other targeting options. Consider broadening out the campaign targeting settings with the aim of reaching a wider audience to increase spend and deliver additional results.

c) add new campaigns into the budget
Consider creating new, relevant, campaigns targeting other sets of keywords, areas etc. Adding these campaigns to the underpacing EDEE budget will utilise the remaining spend.

d) allocate the outstanding amount to other activity for this client
If none of the above solutions are suitable or if they don't achieve the required results, consider reallocating the unspent daily difference to other activity i.e. moving it to another EDEE budget for this client, or another activity outside of EDEE.