Budget where it earns, at the right pace. Move money before asking for more.
A capped campaign beside an idle one does not need a bigger budget. It needs the budget it has in the other place. These 8 checks find where money sits, where it runs out, and what the missed searches would cost.
- 8 checks
- Reallocate before raising
- Watched every night
The 8 checks in this area. As the app names them.
8Checks listed here
Structure
How it is built and set
A budget split until no campaign can learn
Thirty conversions a month split across ten campaigns is three each, and none of them can bid well. Flags a budget divided past the point where any campaign can learn.
A budget split until no campaign can learn: How it decides and what to do
Spend
Where the money goes
A campaign that runs out of budget most days
A campaign that runs out of budget on most days it runs: a budget decided once and never revisited. Separate from lost impression share, which measures how much is missed, not how often.
A campaign that runs out of budget most days: How it decides and what to doBudget sitting where it is not being used
One campaign capped by its budget while another has money it does not use and performs worse. Proposes moving budget before asking for more, and only when both sides are true.
Budget sitting where it is not being used: How it decides and what to doHow much of the budget buys the account's own name
How much of the budget buys the account's own name. Brand converts several times better than the rest, so a blended cost per lead describes nothing you can grow. Reported, not judged.
How much of the budget buys the account's own name: How it decides and what to doSpend piled into a handful of products
Spend piled into a few products, usually the cheapest ones, because a low price wins more auctions. Shows where the money went and what came back.
Spend piled into a handful of products: How it decides and what to doWhere a Performance Max budget actually went
Where a Performance Max budget went across Search, Shopping, Display, YouTube, Gmail, Discover and Maps. Flags a network that took most of the money, so you can check what it brought back.
Where a Performance Max budget actually went: How it decides and what to do
Reallocate before you raise.
Raising a budget is the one change that always costs you more. So Oppy proposes a trim first: a small part of the budget of a campaign that does not spend what it has and converts worse than the account, when another runs out of budget and converts better. Raising the capped one is a task of its own, with its own approval.
It only proposes the trim when both sides are true. A capped campaign with no idle one beside it gets a different finding: what its lost impression share would cost to buy, at today's cost per click.
A person decides every budget
Oppy proposes each budget raise or cut as a task, with the numbers behind it. None is applied on its own, in either mode.
Between audits, every night. Pacing is watched, not reviewed once a month.
Under pace
A month spending well below its plan is flagged while there is still time to use it.
Running far ahead
Spend far ahead of the month's pace raises an alert before the budget is gone.
Spend that stopped
A day with no spend, against the account's usual weekday, is an alert that is always on.
Questions about budgets.
Anything else? Ask Oppy in the product, or write to the team.
Will Oppy raise my budgets?
Only with your approval. A raise is proposed as a task and waits for you, in both modes.
What is lost impression share?
The share of searches your ads could have shown on but did not, either because the budget ran out (lost to budget) or because the ad ranked too low (lost to rank). Oppy reads both and only prices the budget part as money worth buying when the campaign converts well enough.
Do shared budgets cause problems?
Not by themselves. Inside a shared budget, each campaign's limit is whatever the others left, so its impression share lost to budget also depends on the other campaigns. The audit names the campaigns this applies to before anyone acts on their numbers.
Put Oppy to work on your account.
Create your account and connect Google Ads. Your first audit arrives in minutes, your first tasks soon after. 14 days free, no card.
- Every change logged in History
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- Any account size