Drafts_Why is the campaign budget rapidly shrinking?

Factors affecting the deduction of funds for the broadcast of advertising

Reading time 2 min

The functions of "smooth" or "uniform" unwinding of funds, which would allow you to stretch the budget for the whole day or for a specific time, in the VK account There are no ads. At the same time, the speed at which impressions are collected and funds are debited depends on a number of factors.

Factors influencing unwinding

The complexity of the target action

Some targeted actions (for example, attracting leads, website conversion, etc.) are considered more complex, so the system needs to spend more resources to achieve them. Choosing a target action

Audience size and activity

The higher the bid and the wider the audience, the faster the impressions will gain. If there is high activity from users who are being advertised, funds will be debited much faster.

The situation at the auction

Depending on which auction bid is valid at a particular moment, the limit can be spent faster or, conversely, slower.

The algorithm strives to distribute the budget evenly, but the main goal is to display ads as efficiently as possible. Therefore, if at some point in time the system sees that it is now possible to get cheaper impressions or buy out users who are most likely to make a conversion, it can spend the budget immediately, in the same period of time. This will be more efficient than spending the budget throughout the day/term on a more expensive or less relevant audience.

For a smoother spin-off, you can experiment with different target actions, try to narrow down the target audience by setting it up more precisely, and choose a time for impressions when the ad is spinning more slowly (i.e., try to select hours when the audience is less active).