As an advertiser, you can use Dynamic Group Budget in Campaign Manager to optimize the budget for a campaign group rather than an individual campaign. Maximum delivery is the default and recommended bidding strategy when using Dynamic Group Budget as it helps you achieve the highest possible number of key results for your campaign group.
It’s important to remember that you shouldn’t evaluate how Dynamic Group Budget allocates budget based solely on the average cost per result, for example, cost per click (CPC) or cost per lead (CPL), and how much was spent on each campaign. Instead, you should evaluate the total number of results achieved across all campaigns in the campaign group, as well as the average cost per result at the campaign group level. By doing so, you can more accurately determine how effectively Dynamic Group Budget with maximum delivery bidding works to achieve the desired outcomes for your campaign group.
When using the maximum delivery bidding strategy, the goal is always to target the lowest-cost optimization goals available. However, as these lower-cost goals are reduced over time, it becomes necessary to start spending on higher-cost goals to ensure the budget is spent effectively. Despite being a higher cost, these optimization goals are still considered the lowest-cost options available at that point in time.
Some campaigns might have only a few lower-cost goals and a lot of higher-cost goals, while others might have a larger number that are moderately priced. Regardless of the specific makeup of the campaign, Dynamic Group Budget with maximum delivery bidding is designed to adapt to the available optimization goals and maximize the key results achieved.
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