The status in the optimization proposals indicates if a campaign is eligible, limited or skipped during the portfolio optimization. The campaign status is updated with each optimization.
An eligible campaign is optimized without any restrictions. The campaign is healthy, the spending behavior of this campaign is as expected and it doesn’t show any signs of saturation. Budget shifts can go up until the risk level is fully exhausted.
What is a risk level? Find out here.
A limited campaign is optimized with some restrictions.
If a campaign does not spend as expected, for example by not spending at least 70% of the budget assigned to a campaign on average, it will be limited in how much more budget this campaign can receive in the new optimization cycle. This limit ensures the portfolio does not underspend in comparison to the planned budget.
If a campaign reaches saturation effects, for example indicated by a high impression share for SEA, it will be limited in how much more budget this campaign can receive in the new optimization cycle. This means even though the campaign is performing well, the additional budget would not generate a better performance.
The risk level is limited depending on how significant the underspending or saturation effects are.
A skipped campaign is not considered in the optimization cycle. Campaigns may be skipped because they don’t have enough data to be optimized reliably or it is excluded for strategic reasons.