What does a lifetime budget strategy help with?

A lifetime budget strategy is designed to spread the total budget for a campaign evenly over the defined duration of that campaign. This approach allows advertisers to allocate their financial resources effectively throughout the entire campaign period, ensuring that spending is not concentrated too heavily at the start or end. By setting a lifetime budget, advertisers have the flexibility to optimize their ads based on performance over time, allowing for adjustments that can lead to better overall results without overspending early on or risking underspending towards the end.

In contrast, maximizing daily impressions typically pertains more to a daily budget strategy, where funds are allocated to gain the highest reach on a daily basis. Restricting total spending to a minimum is counterproductive to the intention behind a lifetime budget, which aims to utilize the allocated funds effectively. Managing individual bids for each ad opportunity usually involves bid strategies rather than a budget strategy, focusing on optimizing for cost-effectiveness rather than the overall campaign spending over time.