Budget pacing is managing how fast an advertising budget is spent over time. Two opposite problems have the same impact on the result. With spending too fast, campaigns do not run in the second half of the period and you lose demand exactly when competitors remain visible. With spending too slow, money remains unused and the system does not have enough data to learn from. Plan the budget according to the actual distribution of demand, therefore – in many industries it differs significantly between the first and last week of the month, and between individual days. For seasonal peaks, increase the budget ahead of time, because automatic bidding strategies need time to adjust. Make changes gradually; a sudden jump triggers a new learning phase and temporarily worsens performance.
See also: Smart bidding (automated bidding), Seasonality of demand, Impression share.
