Understanding Budget Groups and Forecasting in Shirofune

Introduction

Managing advertising budgets effectively is crucial for campaign success. In Shirofune, budget groups help allocate funds strategically across different platforms. This article explains how to use forecasting tools in Shirofune to make data-driven decisions.

What Are Budget Groups?

• Budget groups categorize advertising spend across platforms like Google, Facebook, and Bing.
• This helps control and optimize spending based on performance.
• Businesses can reallocate unused budget to maximize efficiency.

Steps to Use Forecasting for Budget Groups

1. Accessing the Forecasting Tool

• Click on Forecast in Shirofune.
• The system analyzes past campaign data and predicts the end-of-month budget utilization.
• This helps businesses anticipate whether they will over or under spend.

2. Analyzing Budget Utilization

• If a budget group exceeds 100%, it means there is extra demand that could be supported by increasing the budget.
• If a budget group is below 100%, it indicates under-utilization, meaning adjustments may be needed.

3. Adjusting Budgets Based on Forecasts

• If a campaign is overspending, businesses can allocate additional budget (e.g., increasing from $3,600 to $3,975).
• If a campaign is underspending, companies can:
  • Lower their target ROAS (Return on Ad Spend).
  • Move unused budget to high-performing campaigns.

4. Practical Budget Adjustments

• Example:
  • Facebook is only using 94% of its allocated budget.
  • Instead of letting that budget go unused, businesses can reallocate it to another high-performing campaign.
  • This ensures optimal spending and maximizes ad performance.

5. Daily Updates and Proactive Client Communication

• The budget forecast updates daily to reflect the latest data.
• Users can email clients with automated budget reports, showing opportunities for adjustments.
• A proactive approach ensures clients appreciate the strategic budget management.