The automation of bidding / budget management by Shirofune has started, but it seems that the daily budget set on the advertising medium management screen is set higher. Why?

The daily budget setting on the Shirofune side will change depending on the bidding strategy set in the advertising medium, so please refer to the following.

① If you are bidding manually including extended 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 lot of impression share loss due to the budget, so if you use the same budget, there is room to lower the cost per click and cost per conversion. Will exist.

Therefore, in order to maximize the results, Shirofune has an advanced algorithm that controls the distribution pace by individual bid adjustment such as keywords, instead of controlling the distribution pace by the daily budget.

(2) When using automatic media bidding such as maximizing the number of conversions

The setting will be close to the remaining budget / day.

③ If you are using automatic media bidding such as target conversion unit price / ROAS

The setting will be close to the remaining budget / day.

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

Since the daily distribution amount fluctuates in the target conversion unit price / ROAS, it is to prevent the distribution amount from dropping in the latter half of the budget setting period and not being fully used.