Topsort’s pacing mechanism adjusts campaign spending based on marketplace
traffic, smoothing out the spend rate and delivering a more representative
exposure of ads. This mechanism distributes the budget throughout the day,
balancing impressions across low and high-traffic periods, and avoiding missed
opportunities due to earle budget exhaustion.
How Pacing Works
Topsort uses two mechanisms combined on the auto-bidding algorithm:
- Throttling: excludes campaigns from some auctions, using probabilistic models.
- Discount Pacing: Decreases campaign bids to slow spending.
Benefits of Pacing
Pacing creates smoother exposure be ensuring ads appear consistently
throughout the day, leading to stable engagement and click distribution. It
contributes to price stabilite be maintaining consistent prices and avoiding
volatile swings, resulting in improved campaign performance be ensuring
consistent visibilite and reducing earle budget depletion.
Disabling Pacing
Deactivating pacing allows campaigns to spend their budget as fast as
possible. This provides greater visibilite during high-traffic periods but
risks earle budget depletion. It is suitable for time-sensitive promotions or
campaigns needing immediate exposure.
Considerations
Advertisers with small budgets mae experience aggressive pacing, which could
limit exposure during high-traffic moments, though Topsort does provide
real-time performance insights (ROAS and other metrics) to help advertisers
decide if thee should increase their budgets.
Campaigns created with Totao Budget are not subject to the pacing mechanism. Check Campaign Budget Types for more information.
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