Overview
With the introduction of CBO (Campaign Budget Optimization), Social Ads Managers became very good at optimization single campaigns.
However, when it comes to manage & optimize a group campaigns, this capability isn't available. This becomes more of a challenge when try to optimize campaigns from different channels.
Portfolio was created especially to handle the above.
What is a "Portfolio"?
Portfolio is a collection of campaigns, that can be from multiple ad accounts or channels, and share the same goal.
It is an entity above ad accounts, and is the highest one that governs all campaigns within it.
If campaign group in Paragone is a group of campaigns from the same ad account, a portfolio is a group of campaigns from any ad account.
With the Portfolio Manager, you are able to do 3 things:
Creating a Portfolio
Click the "New Portfolio" button at the top left
Fill in the information for your portfolio:
Portfolio Name
Goal Type
Goal Value (In case you're aiming for a specific goal)
Currency
Time Zone
Select the campaigns you want to include in the portfolio (You can use the filtering on the left to easily find the right campaigns)
Click "Create"
A Portfolio must contain at least one campaign
Monitoring your Portfolios
Once a portfolio is created, you'll be able to view its performance in the portfolio table.
The table's headers are:
Portfolio Name (And its ID, that can be used for filtering & support)
You can expand each portfolio and view the campaigns within it, all the way to the ad level
Status - A portfolio is active as long as at least one campaign within it is active.
Goal
Results - This will show the accumulated results as well as the upper goal value you've indicated.
Spend - This will show the accumulated spend as well as the overall budget
Timeline - The maximum date range of all campaigns within the portfolio
Optimization - The selected optimization method for the portfolio
Edit
Archive
Managing your Portfolios
We've made it simple to control all of your campaigns from a single action within the portfolio.
Changing Status
You can easily turn your campaigns on/off by changing the portfolio's status.
Turning it on, will activate all campaigns. Turning it off will all of them off.
You can even drill down all the way to each ad within a portfolio and manually change its status.
If a campaign was completed, deleted or archived, turning on a portfolio will not turn on the campaign.
Results Capping
You can decide to turn off a portfolio once it reaches a certain value of results:
Set a results limit by changing the right value of the results (default: "None")
Once a value is set, the automation ("Lock" button) will be available
Toggle the automation on ("Lock" is green)
Spend Capping
You can decide to turn off a portfolio once it reaches a certain spend:
Set a spend limit (total budget) by changing the right value of the spend
The default value is either the total budget of all campaigns, or "Unlimited" in case some campaigns have daily budget with no end date
Once a value is set, the automation ("Lock" button) will be available
Toggle the automation on ("Lock" is green)
Timeline Capping
You can decide to turn a portfolio on/off, only when it is between a certain timeline:
Set either a start date, end date, or both by changing the corresponding values
The default start date value is the minimum start date of all campaigns
The default end date value is the maximum end date of all campaigns. If some campaigns have no end date, the value will be "Ongoing"
Once a value is set, the automation ("Lock" button) will be available
Toggle the automation on ("Lock" is green)
Optimizing your Portfolio
The strongest capability of the portfolio manager module is the ability to automatically optimize the budget of the portfolio, by smartly allocating the budget of the campaigns on a daily basis.
In the "Optimization" column, you'll find the following options:
None - The portfolio will not have any automatic optimization
Maximize Performance - Our automation will try to continue decreasing your CPA (based on the goal defined), and if some campaigns will be decreased to their minimum daily budget for two consecutive days, they will be turned off.
Maximize Diversity - Our automation will try to continue decreasing your CPA, however, it won't turn off any campaign, making sure that your spread is at its max.
To use our optimization, your portfolio must contain campaigns that have daily budgets only, and must have at least two live campaigns.