When building the table, we need to decide which buckets and metrics matter. The only difference is a new set of tables to handle our new limits. To get started we can set up the Solver just as we would in the basic example. We will work with a selection of campaigns targeting Search and Display as well as the US and Canada. The following example will factor in campaign type and geographic region. We can extend this with additional solver requirements that account for marketing needs and limits outside of total spend. The examples in previous posts created an optimized budget for total spend. Product launches, platform allocation minimums, and other variables will control how much you can spend in a given area. Similarly, by automating the Solver, we can take advantage of the tool’s power to solve multiple problems for multiple scenarios without doing all the setup and execution ourselves.īudgets are not exclusively based on performance. In the next two sections, we’ll cover how to include additional constraints as well as a simple way to automate the Solver.īy enhancing our constraints setup, we can create better models and in turn, create better solutions.
Feel free to skim those to build a stronger foundation if you feel the need or get stuck along the way. This read will be a decent length journey so don’t forget to bring a towel.Īre you comfortable with solving for a new budget allocation based on a max spend? If not, you can check out two previous posts that cover reallocation during budget cuts.
At the very least you’ll build a strong grasp of the reasoning and initial setup. We’ll skip some of the finer details to better establish why and how to set up. The post focuses on the more technical aspects of Excel but will remain fully accessible.
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