Campaign Over-delivery

Overdelivery of a campaign occurs when the actual spending exceeds the planned budget, which can lead to budget overruns and potentially wasted spend. Here is an approach to diagnose and minimize an over-delivery issue.

Note: The major over-delivery issue happens when the IRCTC partner placements that are targeted in your campaign.

Why does this happen? In the case of IRCTC Push notifications ads are served on irctc are push notifications ads and the request volume of a single shoot time is huge, when an ad is served/delivers an impression to the user, there are pretty chances the user may or may not click on the ad at that moment, hence if user clicks later sometime, that time when the user clicked on the ad and redirected to the advertiser site, adgebra marks as a spillover click and hence those clicks are charged to the advertiser. This is a scenario where we have to consider there will be a certain amount of spillover clicks that will be there. Hence considering that thing you need to plan your campaign to manage it effectively and minimize it to optimal cost.

1. Run Trend Analysis Report

   1. In the trend analysis report, you will be able to see the number of impressions/clicks delivered in a particular hour.

   2. In trend analysis check if the campaign has stopped delivering impressions after your daily budget was over. If that's the case: then there is no issue from the backend tech side. The campaign has stopped delivering impressions after the daily budget has been exhausted. If not then raise with the product team.

   3. Check in the trend analysis report, once the impression has stopped delivering, check the number of spillover clicks in the next several hours. Check how much the budget has been exhausted through spillover clicks and then plan/optimize the campaign accordingly by lowering the budget.

2. Verify Campaign Settings

   1. Check campaign budget settings i.e more than 10k budget for irctc site.

   2. Ensure that the daily and total budget settings are correctly configured.

   3. Confirm that there are no discrepancies in the budget setup.

   4. Make sure that the campaign doesn’t have a more number of sites that has a high volume in spending. As there are pretty chances of over-delivery with other high-volume sites.

   5. Make sure that you add the daily budget 10-15% lower than what your media plan is. Based on performance you can increase it later.

3. Pause or Adjust Overdelivering Campaigns

   1. If necessary, temporarily pause the overdelivering campaign to prevent further spending while adjustments are made.

   2. Reduce the budget or bids to bring the campaign spend back in line with the planned budget.

   3. Review the average eCPC price campaign that where running for those targeted sites in the past few days and adjust your price accordingly. If your price is higher than others. Then there is a chance your campaign has more priority to serve and hence over-delivery may happen. To avoid such try with lower price and then pace up with high price.

4. Monitor Performance

   1. Track Real-Time Spend through Trend Analysis.

   2. Check if the campaign budget is 70% exhausted, you can plan to pause the campaign temporarily so that in the remaining 30%, the spillover clicks can be adjusted.

5. Optimize Campaign Performance

   1. Optimize High-Cost/Low-Performance placements

   2. Identify placement of the campaigns that are high cost but low performing and optimize or exclude them.

   3. You can block device-specific placements, and geos or also lower the price of device-specific placements, and geo through the placement analysis report.

   4. Refine Ad Creatives review and optimize ad creatives to improve cost efficiency and prevent unnecessary spend.

6. Escalation if Needed

   1. If over-delivery continues despite these measures, contact the product team for assistance.