Basic Rules of Pacing

Pacing is a part of our daily task. We either pause or activate ad sets of Listing Rocket campaigns, then update budgets of campaigns in General Account #5. Pacing regulates the budgets of ads based on their performance. There are ‘underpacing’ or ‘overpacing’ campaigns both in LR and Account 5. If the client’s campaigns are ‘underpacing’, we usually activate more Listing Rocket ads or increase the budgets of active ad sets. On the other hand, if the client’s campaigns are ‘overpacing’, we pause ad sets, or decrease their budgets. It depends on the instructions given by Ryan based on the calculation of where the clients’ ads are on terms of performance and results.

To help you understand how pacing works, follow these basic rules.

I. Underpacing/Overpacing

1. Listing Rocket Ads

a. Go to ad sets tab, filter Cost Per Result (CPR) by clicking the CPR column as shown below. Once clicked, you will see that the ads are automatically arranged from the CHEAPEST to highest CPR. Please read the meaning of CPR as indicated below.

b. If the ad-set name is not tagged as “CLIENT ACTIVE” by the client do these actions:

-          Pause ad-set with CPR ≥ $9

-          Pause ad-set that has "No Results", or no CPR and has an Amount Spent ≥ $5 (it means we want to pause this ad-set since we have already spent enough without producing any results)

Note: However, we do not pause ad sets of clients that are UNDERPACING.

2. General Account #5

a. Go to campaigns tab in General Account #5

b. If the instructions told you to update the budget, select the campaign/s then click the edit button, and enter the suggested daily budget as indicated in the excel file.

Note: If the campaigns are Overpacing, the budget should decrease, otherwise, if the campaigns are Underpacing, the budget should increase.

c. Go to the ad-sets tab then filter the cheapest CPR.

d. If the ad-set names are not tagged as “CLIENT ACTIVE” by the client do these actions:

-          Pause ad-sets with CPR ≥ $14

-          Pause ad-sets that have “No Results” and Costs ≥ $8

Note: Please note again that this rule must not be applied if the clients are UNDERPACING.