🕰️ How to reallocate money away from a channel (TikTok ban)

The recent TikTok ban has made it so that many marketers began to think about moving their TikTok budget to other channels before we found out that TikTok is now re-enabled in the US.

Using this guide, learn how to reallocate money from any channel optimally so that you can minimize the impact towards your goals.

You can:

• Iterate on your current budget

• Re-optimize your budget while forcing the optimizer to spend $0 in the decommissioned channel.

Option 1: Iterate on your current plan.

If you would like to keep the rest of your current plan the same and use the optimizer to re-allocate the budget from one channel between select other channels, you can use the budget upload functionality in the optimizer. This allows you to iterate from your current plan and specify which channels you would like to increase and decrease spend in and by what amount relative to the current budget.

Once you have set the time period of your optimization:

1. Edit your current budget CSV to fill in $0 for all the days of spend into the channel you want to move spend out of.

2. Set the total spend constraint equal to your total budget for the time period of your optimization.

3. Put all the channels you would like to potentially add spend to in a constraint group and set the max constraint equal to the total budget for the time period.

4. Leave the channel you want to move spend out from out of the optimization.

5. Upload the edited CSV file.

If you would like to spend at least the same amount in each of your channels as in your uploaded budget, set the minimum constraint = $0.

If you would like to spend at least the same amount in each of your channels as in your uploaded budget, set the minimum constraint = $0.

Option 2: Re-consider your entire plan given that you are taking a channel out of your mix.

1. Navigate to the optimizer.

2. Select your objectives and set your target.

Keep your total budget the same:

If you would like to keep your total spend the exact same as originally planned, use the total spend constraint.

1. Set the time period for your optimization.

2. Leave the channel you want to move spend out of out of the optimization.

3. Use the minimum and maximum constraints to re-allocate the sum originally allocated to the channel you want to move spend out of to any other channel. You can split the total sum up between any other channel you see fit.

• If you would like to spend an exact sum in a channel set both the minimum and maximum constraints equal to the sum. *the optimizer might violate the bounds by a small proportion.

• If you would like to prevent the additional budget from being allocated to a certain channel, set the max constraint for that channel equal to the original max constraint.

• If you would like to allocate a maximum of the additional budget across the rest of the channels increase the sum of all the max constraints by the additional budget.

• If you would like to force the optimizer to allocate all the additional budget, increase the sum of the min constraints by the additional budget.

4. Run the optimizer.

Using this option you can find your Recast optimized budget given that you would like to spend $0 in the channel you want to move spend out of.

You can constrain the optimizer to only spend into channels that target similar markets.