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Budget Allocation & Bidding Strategy

预算分配与竞价策略

Process

流程

  1. Collect budget and performance data across all active platforms
  2. Read 
    ads/references/budget-allocation.md
    for allocation framework
  3. Read 
    ads/references/bidding-strategies.md
    for strategy decision trees
  4. Read 
    ads/references/benchmarks.md
    for CPC/CPA benchmarks
  5. Read 
    ads/references/scoring-system.md
    for health score algorithm
  6. Evaluate budget allocation, bidding strategy, and scaling readiness
  7. Generate recommendations with kill list and scale list
  1. 收集所有活跃平台的预算和效果数据
  2. 阅读
    ads/references/budget-allocation.md
    获取分配框架
  3. 阅读
    ads/references/bidding-strategies.md
    获取策略决策树
  4. 阅读
    ads/references/benchmarks.md
    获取CPC/CPA基准值
  5. 阅读
    ads/references/scoring-system.md
    获取健康评分算法
  6. 评估预算分配、竞价策略和扩量准备情况
  7. 生成包含关停列表和扩量列表的建议

Budget Allocation Framework

预算分配框架

70/20/10 Rule

70/20/10法则

  • 70% on proven channels (consistent ROAS/CPA targets met)
  • 20% on scaling channels (showing promise, need more data)
  • 10% on testing channels (new platforms, audiences, creatives)
  • 70% 分配给已验证渠道（持续达成ROAS/CPA目标）
  • 20% 分配给扩量渠道（表现有潜力，需更多数据）
  • 10% 分配给测试渠道（新平台、受众、创意）

Platform Selection Matrix

平台选择矩阵

Business TypePrimarySecondaryTesting
SaaS B2BGoogle Search, LinkedInMeta, YouTubeTikTok, Microsoft
E-commerceGoogle Shopping, MetaTikTok, YouTubeMicrosoft, LinkedIn
Local ServiceGoogle Search, Google LSAMetaMicrosoft, YouTube
B2B EnterpriseLinkedIn, Google SearchMetaMicrosoft, TikTok
Info ProductsMeta, YouTubeGoogle SearchTikTok
Mobile AppMeta, Google UACTikTokApple Search Ads
Real EstateGoogle Search, MetaYouTubeMicrosoft
HealthcareGoogle SearchMetaMicrosoft, YouTube
FinanceGoogle Search, MetaLinkedInMicrosoft
Agency (clients)Varies by client——
业务类型核心平台次要平台测试平台
SaaS B2BGoogle Search, LinkedInMeta, YouTubeTikTok, Microsoft
电商Google Shopping, MetaTikTok, YouTubeMicrosoft, LinkedIn
本地服务Google Search, Google LSAMetaMicrosoft, YouTube
B2B企业LinkedIn, Google SearchMetaMicrosoft, TikTok
信息产品Meta, YouTubeGoogle SearchTikTok
移动应用Meta, Google UACTikTokApple Search Ads
房地产Google Search, MetaYouTubeMicrosoft
医疗健康Google SearchMetaMicrosoft, YouTube
金融Google Search, MetaLinkedInMicrosoft
代理机构（客户）依客户而定——

Budget Sufficiency Rules

预算充足性规则

PlatformMinimum DailyLearning Phase Budget
Google Search$20/daySufficient for 15+ conv/month
Google PMax$50/daySufficient for algorithm optimization
Meta$20/day per ad set≥5x target CPA per ad set
LinkedIn$50/day Sponsored Content15+ conversions/month
TikTok$50/day campaign, $20/day ad group≥50x target CPA per ad group
MicrosoftNo strict minimumSufficient for stable delivery
平台每日最低预算学习期预算
Google Search$20/天需满足每月15+转化
Google PMax$50/天满足算法优化需求
Meta每个广告组$20/天每个广告组≥5倍目标CPA
LinkedIn赞助内容$50/天每月15+转化
TikTok广告系列$50/天，广告组$20/天每个广告组≥50倍目标CPA
Microsoft无严格最低要求满足稳定投放需求

Bidding Strategy Evaluation

竞价策略评估

Google Ads Bidding Decision Tree

Google Ads竞价决策树

Start
├─ <30 conversions/month?
│  └─ Use Maximize Clicks (cap CPC at benchmark)
│     └─ When >30 conv/month → Maximize Conversions
├─ 30-50 conversions/month?
│  └─ Use Maximize Conversions
│     └─ When stable CPA → Target CPA
├─ >50 conversions/month?
│  └─ Use Target CPA
│     └─ When revenue tracking → Target ROAS
└─ Revenue tracking active + >50 conv/month?
   └─ Use Target ROAS
Start
├─ <30 conversions/month?
│  └─ Use Maximize Clicks (cap CPC at benchmark)
│     └─ When >30 conv/month → Maximize Conversions
├─ 30-50 conversions/month?
│  └─ Use Maximize Conversions
│     └─ When stable CPA → Target CPA
├─ >50 conversions/month?
│  └─ Use Target CPA
│     └─ When revenue tracking → Target ROAS
└─ Revenue tracking active + >50 conv/month?
   └─ Use Target ROAS

Meta Ads Bidding

Meta Ads竞价策略

  • Lowest Cost (default): best for volume, may have CPA variance
  • Cost Cap: sets CPA ceiling, may reduce volume
  • Bid Cap: maximum bid per auction, most control
  • ROAS Goal: target return on ad spend
  • CBO vs ABO: CBO for proven campaigns, ABO for testing
  • 最低成本（默认）：最适合追求量级，CPA可能存在波动
  • 成本上限：设置CPA上限，可能会降低量级
  • 出价上限：每次竞价的最高出价，控制度最高
  • ROAS目标：目标广告支出回报率
  • CBO vs ABO：CBO适用于已验证的广告系列，ABO适用于测试

LinkedIn Bidding

LinkedIn竞价策略

  • Cost Per Send (CPS): for Message Ads
  • Maximum Delivery: for Sponsored Content (recommended)
  • Manual CPC: for tight budget control
  • Target Cost: for predictable CPA
  • 每条消息成本（CPS）：适用于消息广告
  • 最大投放量：适用于赞助内容（推荐）
  • 手动CPC：适用于严格的预算控制
  • 目标成本：适用于可预测的CPA

TikTok Bidding

TikTok竞价策略

  • Lowest Cost: maximize conversions within budget (volume)
  • Cost Cap: set maximum CPA (efficiency)
  • Bid Cap: maximum bid per impression
  • Budget ≥50x CPA per ad group for learning phase exit
  • 最低成本：在预算内最大化转化（追求量级）
  • 成本上限：设置最高CPA（追求效率）
  • 出价上限：每次展示的最高出价
  • 每个广告组预算≥50倍CPA才可退出学习期

Microsoft Bidding

Microsoft竞价策略

  • Mirror Google strategy but bid 20-35% lower
  • Enhanced CPC for manual campaigns
  • Target CPA / Target ROAS for automated
  • 镜像Google策略，但出价低20-35%
  • 手动广告系列使用增强CPC
  • 自动化广告系列使用目标CPA/目标ROAS

Scaling Assessment

扩量评估

Ready to Scale (Green Light)

可扩量（绿灯）

  • CPA consistently below target for 2+ weeks
  • ≥50 conversions per week (learning phase exited)
  • CTR stable or improving
  • ROAS above target
  • No creative fatigue signals
  • CPA连续2周以上低于目标值
  • 每周≥50次转化（已退出学习期）
  • CTR稳定或呈上升趋势
  • ROAS高于目标值
  • 无创意疲劳信号

20% Rule

20%法则

Never increase budget by more than 20% at a time:
  • Week 1: $100/day → $120/day
  • Week 2: $120/day → $144/day
  • Week 3: $144/day → $173/day
  • Monitor 3-5 days after each increase for performance stability
每次预算增幅不得超过20%：
  • 第1周：$100/天 → $120/天
  • 第2周：$120/天 → $144/天
  • 第3周：$144/天 → $173/天
  • 每次增幅后监控3-5天，确保表现稳定

Scaling Methods

扩量方法

  1. Vertical: increase budget on winning campaigns (20% rule)
  2. Horizontal: duplicate winning campaigns to new audiences
  3. Platform expansion: add budget on new platforms
  4. Geographic expansion: test new markets/regions
  5. Format expansion: test new ad formats on same platform
  1. 纵向扩量：为表现优异的广告系列增加预算（遵循20%法则）
  2. 横向扩量：复制表现优异的广告系列至新受众
  3. 平台拓展：为新平台增加预算
  4. 地域拓展：测试新市场/地区
  5. 形式拓展：在同一平台测试新广告形式

Kill List Assessment

关停列表评估

3x Kill Rule

3倍关停法则

  • Any campaign/ad group with CPA >3x target → flag for pause
  • Review spend in last 14 days with no conversions → flag for pause
  • Creative with CTR >50% below platform benchmark → flag for creative kill
  • 任何CPA＞3倍目标值的广告系列/广告组 → 标记为暂停
  • 过去14天有支出但无转化的广告系列/广告组 → 标记为暂停
  • CTR比平台基准低50%以上的创意 → 标记为淘汰创意

Kill Decision Framework

关停决策框架

ScenarioData RequiredAction
CPA >3x target≥7 days data, ≥20 clicksPause immediately
No conversions≥$100 spend or ≥50 clicksPause and diagnose
CTR <50% of benchmark≥1,000 impressionsKill creative, test new
ROAS <50% of target≥14 days dataReduce budget 50% or pause
场景所需数据行动
CPA＞3倍目标值≥7天数据，≥20次点击立即暂停
无转化≥$100支出或≥50次点击暂停并诊断原因
CTR＜基准值的50%≥1000次展示淘汰该创意，测试新创意
ROAS＜目标值的50%≥14天数据削减50%预算或暂停

MER (Marketing Efficiency Ratio)

MER（营销效率比）

MER = Total Revenue / Total Marketing Spend
  • Assess blended efficiency across all platforms
  • Target MER varies by business: 3x-10x depending on margins
  • Use MER to evaluate overall health, not just per-platform ROAS
  • Incrementality testing recommended for MER accuracy
MER = Total Revenue / Total Marketing Spend
  • 评估所有平台的综合投放效率
  • 目标MER因业务而异：根据利润率不同为3倍-10倍
  • 使用MER评估整体健康状况，而非仅单个平台的ROAS
  • 建议进行增量测试以提高MER准确性

Output

输出成果

Budget & Bidding Assessment

预算与竞价评估

Budget Allocation Health

Allocation Strategy:  ████████░░  XX/100
Bidding Strategies:   ██████████  XX/100
Scaling Readiness:    ███████░░░  XX/100
Budget Sufficiency:   █████░░░░░  XX/100
Budget Allocation Health

Allocation Strategy:  ████████░░  XX/100
Bidding Strategies:   ██████████  XX/100
Scaling Readiness:    ███████░░░  XX/100
Budget Sufficiency:   █████░░░░░  XX/100

Deliverables

交付物

  • BUDGET-STRATEGY-REPORT.md
    — Full allocation and bidding analysis
  • Current vs recommended budget split (pie chart data)
  • Bidding strategy recommendations per platform/campaign
  • Scale list: campaigns ready for more budget
  • Kill list: campaigns/ad groups to pause immediately
  • MER analysis and trend
  • Quick Wins for immediate budget optimization
  • BUDGET-STRATEGY-REPORT.md
    — 完整的分配与竞价分析报告
  • 当前与建议的预算拆分（饼图数据）
  • 各平台/广告系列的竞价策略建议
  • 扩量列表：可增加预算的广告系列
  • 关停列表：需立即暂停的广告系列/广告组
  • MER分析与趋势
  • 快速优化方案：立即优化预算的举措