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 needs to be modified. When setting your budget, remember:
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 which budget option you choose.
Before you can submit your ad campaign in Microsoft Advertising adCenter, you must set a campaign budget amount and select a budget option. You can change the budget amount or option at any time. Your campaign budget limits affect ad display. Read on to learn more about the budget types.
Budgeting Options
Budget options provide you with flexibility and control over how your budget is allocated across the month. The three budget options are:
Daily Standard budget. This option, which will be your default budget choice, divides your budget evenly throughout the day. Select this 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, and the system will set the monthly budget based on that and the number of days in the month. The daily budget is a target; actual daily spend could be higher or lower than the daily budget, and the monthly spend varies based on the number of days in that month.
Daily budget changes will cause a back-end monthly budget re-calculation by the system that is not visible in the UI but will appear on the change history report as a monthly budget change made by "internal user."
Daily Accelerated budget. This option will allow for your daily budget to spend until depleted.
Monthly Accelarated budget. If you don't anticipate changing your budget often, select the monthly budget option. This option will allow for your monthly budget to spend until depleted. Choose this option if you want to maximize impressions and you are monitoring your campaign throughout the month.
Setting a Budget
Setting a budget is required for every campaign. When you set up a new campaign, you are prompted to select a budget on the Pricing page. You can also modify a budget for an existing campaign.
Microsoft Advertising adCenter lets you set a budget at the campaign level. To set an independent budget for each ad group, you must create an individual campaign for each ad group.
You can modify a campaign budget at any time, but keep in mind these conditions:
- You cannot lower your budget below your current spend.
- Budgets are not prorated. If you create a campaign mid-month with a budget of $30,000, the system will attempt to spend all $30,000 by the end of the month.
If you attempt to place a keyword or ad group bid that exceeds your daily target budget, a bid-over-budget notification will appear. You’ll be prompted to adjust your campaign settings—decrease your bid or increase your budget to meet your performance need.
If you'd like to make many budget changes at once, try the bulk editing option. Remember to make sure that the campaign bulk edit budget type matches the actual campaign budget type being updated.
