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Budgeting and Bidding

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Before you can submit your ad campaign, you must set a campaign budget amount and select a budget option. You can change the budget amount or budget option at any time.

Budgeting Options

Budget options provide you with flexibility and control over how your budget gets allocated across the month. The two budget options include:

Daily budget. Select the daily budget option if you plan to make regular changes to your budget—for example, adjusting for increased demand during a promotion. Set the maximum you want to spend on a daily basis, in addition to a monthly budget. The daily budget is a target; actual daily spend could be higher or lower than the daily budget, but the monthly spend will not exceed the monthly budget you set.

Monthly budget. If you don't anticipate changing your budget often, select the monthly budget option. With the monthly budget, you have two choices for how it gets spent:
  • Divide budget across month. Use this option if you want to distribute a tight budget over an entire month or if you don't want to monitor your account regularly.
  • Spend budget until depleted. Use this option if you want to maximize impressions and you are monitoring your campaign throughout the month.

Determining Your Budget

The budget you set should be an amount that you are comfortable with. Before long, it will become clear if your budget is sufficient to get the results you want or if it will need to be modified. When setting your budget, remember that:
  • Each campaign should have a separate monthly budget for easier management.
  • The cost of a click is deducted from your campaign budget when someone clicks on your ad.
  • You can reach your limit more quickly than you think, depending on your budget option.

Additional Resources

For information about bidding, see the Learning Center Bidding Tips article.
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