Ad Manager: Setting up a Conversion campaign

This article will show you how to build and run a Conversion campaign

Updated May 13, 2024

Allocating your budget: your two options

Conversion campaigns give you two ways to allocate your budget: Global budget and Country budgets.

In short, Global budget lets Ad Manager distribute your budget across countries automatically. Country budget, on the other hand, gives you full control over how your budget is allocated by enabling you to do it manually.

Global budget: automatic allocation

This option allows you to enter a single budget for your campaign. The same applies to the duration of your campaign, meaning that it will be the same across all countries. You can enter your budget under Total budget, as you can see here:

While your campaign is live, ZMS Ad Manager will manage your budget to optimise your results. To simplify, this means that your budget will be automatically shifted to the countries your campaign is the most successful in. This way, ZMS Ad Manager focuses your efforts where you’re likely to make the most gains.

While your campaign is live, Ad Manager will manage your budget to optimise your results. To simplify, this means that your budget will be automatically shifted to the countries your campaign is the most successful in. This way Ad Manager focuses your efforts where you’re likely to make the most gains.

Country budgets: manual allocation

This option gives you more granular control over how your budget is distributed across your campaign’s countries. You can also set a specific duration for each country. When creating your campaign, you can allocate your budget and set the duration under Countries.

To do that, follow these three steps:

1. Click on Add Countries.

3. Now you can allocate your budget and set a duration for each country. You can also remove a country by clicking the “x” at the right end of a row.

When you’re done, click Continue at the bottom of your screen to move to the next step.

Global budget and Country budgets: the differences

Below you’ll find an overview of the main differences between your two budget management options:

	Single budget	Budget per country	Single duration	Duration per country	Automatic budget automisation	Manual budget optimisation
Global budget	Yes	No	Yes	No	Yes	No
Country budgets	No	Yes	No	Yes	No	Yes