Campaign Scheduling and Budgeting

Optimize your campaign timing and budget allocation for maximum impact and ROI.

Campaign Scheduling Fundamentals

Schedule Types

Continuous Campaigns

• Run indefinitely
• Best for evergreen offers
• Consistent brand presence
• Easier management

Fixed Date Campaigns

• Specific start/end dates
• Event promotion
• Seasonal offers
• Limited-time sales

Recurring Campaigns

• Weekly patterns
• Daily specials
• Happy hours
• Repeat automatically

Day-Parting Strategy

Peak Hours Pricing

• 6-9 AM: Morning commute (1.5x rates)
• 11 AM-1 PM: Lunch rush (1.3x rates)
• 4-7 PM: Evening commute (1.5x rates)
• Standard hours: Base rates

Business-Specific Scheduling

• Restaurants: Meal times
• Services: Business hours
• Entertainment: Evenings/weekends
• B2B: Weekday focus

Advanced Scheduling

Flight Scheduling

• On/off periods
• Prevent fatigue
• Stretch budget
• Test effectiveness

Seasonal Adjustments

• Holiday schedules
• Weather patterns
• Local events
• School calendar

Budget Management

Budget Types

Daily Budget

• Consistent daily spend
• Even distribution
• Predictable costs
• Easy to manage

Lifetime Budget

• Total campaign spend
• Flexible daily allocation
• WilDi optimizes pacing
• Better for events

Shared Budgets

• Multiple campaigns
• Portfolio approach
• Automatic allocation
• Efficient spending

Budget Recommendations

By Business Size

• Small/Local: $50-200/month
• Medium: $200-1000/month
• Large/Regional: $1000-5000/month
• Enterprise: $5000+/month

By Campaign Type

• Awareness: 40% of budget
• Consideration: 35% of budget
• Conversion: 20% of budget
• Retention: 5% of budget

Bid Strategies

Automatic Bidding

• WilDi optimizes for you
• Best for beginners
• Maximizes results
• Less control

Manual Bidding

• Set your own CPM
• Full control
• Requires monitoring
• Advanced users

Target ROAS

• Return on ad spend goal
• Automatic optimization
• Revenue-focused
• Requires tracking

Budget Pacing

Even Pacing

• Steady throughout day
• Consistent presence
• Predictable delivery
• Standard approach

Accelerated Pacing

• Spend quickly
• Time-sensitive offers
• High-demand periods
• Risk of early exhaustion

Smart Pacing

• AI-optimized delivery
• Best performance times
• Efficient spending
• Recommended option

Cost Optimization Techniques

Reduce Costs Without Sacrificing Results

Geographic Optimization

• Focus on high-converting areas
• Exclude low-performers
• Test new zones carefully
• Adjust bids by location

Time Optimization

• Identify best hours
• Reduce off-peak spending
• Day-of-week analysis
• Seasonal adjustments

Creative Optimization

• A/B test everything
• Retire poor performers
• Refresh regularly
• Quality over quantity

Budget Allocation Framework

70-20-10 Rule

• 70%: Proven winners
• 20%: Iterations/improvements
• 10%: New experiments

Portfolio Approach

• Diversify campaigns
• Different objectives
• Risk management
• Stable returns

Financial Planning

ROI Calculation

ROI = (Revenue - Ad Spend) / Ad Spend × 100

Example:

• Ad Spend: $500
• Revenue Generated: $2,500
• ROI: 400%

Key Metrics to Track

Cost Metrics

• Cost per impression (CPM)
• Cost per click (CPC)
• Cost per acquisition (CPA)
• Cost per mile (for tunnels)

Revenue Metrics

• Revenue per impression
• Average order value
• Customer lifetime value
• Return on ad spend

Break-Even Analysis

• Calculate break-even point
• Set realistic goals
• Monitor progress
• Adjust quickly

Budget Management Tools

In-Platform Features

• Budget alerts
• Spending reports
• Forecasting tools
• Optimization suggestions

Automation Rules

• Pause at spend limit
• Increase budget for performers
• Decrease for poor performance
• Time-based adjustments

Common Budgeting Mistakes

Overspending

• No daily limits
• Aggressive bidding
• Poor targeting
• No monitoring

Underspending

• Too conservative
• Missing opportunities
• Slow growth
• Competitive disadvantage

Poor Allocation

• All eggs in one basket
• No testing budget
• Ignoring data
• Seasonal blindness

Jacksonville Market Insights

Average Costs

• CPM: $8-15
• CPC: $0.50-2.00
• CPA: $10-50
• Monthly: $200-1000

Peak Pricing Times

• Jaguars game days
• Beach weekends
• Downtown events
• Holiday shopping

Budget-Friendly Times

• Mid-week afternoons
• Sunday mornings
• Off-season months
• Non-event days

Pro Budget Tips

1. Start small and scale
2. Test before investing
3. Monitor daily
4. Set alerts
5. Review weekly
6. Optimize monthly
7. Plan quarterly
8. Reserve for opportunities

Financial Best Practices

Monthly Review Checklist

• [ ] Total spend vs. budget
• [ ] ROI by campaign
• [ ] Cost trend analysis
• [ ] Optimization opportunities
• [ ] Next month planning

Quarterly Planning

• Seasonal adjustments
• Budget reallocation
• Strategy review
• Goal setting

Need help optimizing your budget? Our team offers free budget consultations at finance@wildimaps.com.