The automation of bid/budget management by Shirofune has started, but it seems that the daily budget set in the ad platform management screen is set higher. Why is that?

The daily budget settings on Shirofune will change depending on the bidding strategy set on the platform, so please refer to the following.

① When using manual bidding, including enhanced CPC

It is set higher than the remaining budget/day.

If the daily delivery amount reaches the daily budget, it means that there is a significant loss of impression share due to the budget, indicating that there is room to lower the cost per click or cost per conversion while using the same budget.

Therefore, Shirofune has an advanced algorithm designed to control the delivery pace not by the daily budget but by individual bid adjustments for keywords and other factors to maximize results.

② When using platform automated bidding such as maximizing conversions

It is set close to the remaining budget/day.

③ When using platform automated bidding such as target cost per conversion/ROAS

It is set close to the remaining budget/day.

However, if there are several days until the budget end date, it may be set slightly higher.

This is to prevent the delivery amount from dropping in the latter part of the budget setting period and not being fully utilized, as the daily delivery amount can fluctuate with target cost per conversion/ROAS.