PPC Condition 5:  Ad Spending Equilibrium

Ad budget equilibrium might be the result of a lot of exceptionally good work, or it might be luck. For example, one could achieve Ad Budget Equilibrium by tossing together a shabby account, letting it rip, then setting the budget equal to the average daily spend.

The fact is, this node on our diagram can be a very challenging spot to be in, if you are an ad manager, because whatever changes you implement will unbalance the equation. Yet often changes are required. If the account is super-refined and optimized, then mostly you just have maintenance and regular analysis work to do, but in such a case, the prospects for massive performance improvements may be limited. If the account is in a shambles, then you’ll have to suffer the disruption of refactoring it, and that is sure to land you on a different node on our diagram.