Set your campaign budget and bid amounts

Set your campaign budget and bid amounts

Learn about your campaign budget type (Daily - Standard or Daily - Accelerated) and your keyword bids. Set budget and bid amounts

Before your ads can run, you need to set your campaign’s budget and keyword bids. Your budget tells Microsoft Advertising how much you want to spend on your campaign. You can set a daily budget and when you reach your budget, Microsoft Advertising will stop displaying your ads until the next day. Keep your advertising costs under control by keeping track of your budget.

About campaign budgetexpando image

Microsoft Advertising has two different budget types you can choose from.

  • Daily - Standard or Shared - Standard

    What it is: Show your ads evenly every day throughout the month so you don’t run out of budget early in the month. If the click rate is higher than expected, the rate of spend may be slowed to ensure that the budget is available until the end of the day; however, you won’t exceed the estimated monthly budget.

    Why use it: This is a great option if you have a limited budget and want your ads to show evenly throughout the day. This way, your ads won’t show all at once in the morning, using up your limited budget early in the day. You will also be able to monitor your budget on a daily basis, making adjustments as necessary, to maximize your budget.

  • Daily - Accelerated or Shared - Accelerated

    What it is: Show your ads for every relevant search, spending at an accelerated rate until you run out of budget for the day. When the daily budget limit is reached, your ads will stop displaying until the next calendar day.

    Why use it: Accelerated budgets are not recommended for most advertisers. Consider using this option if you are looking to show your ads early in the morning until your budget depletes, even if that means your ads will not show up for the rest of the day.

Your daily budget setting is only a target so your actual spend might be higher or lower. This is because Microsoft Advertising always calculates a monthly budget and then the actual budget limit is calculated for an entire month. Daily budget types simply help you make sure that your budget is spread out over an entire month and not used up in the first day.

To learn more about shared budgets, see How do I share a budget across multiple campaigns?

Change your budget typeexpando image
  1. On the Campaigns page, click the campaign you want to change.
  2. Click the Settings tab.
  3. Under Daily budget options, select Standard or Accelerated.
  4. Click Save.

For information on setting up a shared budget, see How do I share a budget across multiple campaigns?

Change your budget amountexpando image
  1. On the Campaigns page, click the campaign you want to change.
  2. Click the Settings tab.
  3. Under Campaign budget, enter a new budget amount.
  4. Click Save.
About your bidexpando image

Your pay-per-click (PPC) is the maximum amount you’ll pay every time a customer clicks your ad. You bid against other advertisers using the same keyword, so in general, higher bids help get your ad to display in more desirable locations on the search results page.

Bidding options

There are two bidding options you can choose from: Default bidding and custom bidding. When you bid on a keyword, you can use the default bid for the ad group or you can enter a custom bid.

Custom bids for keywords override the ad group default bid for those specific keywords. With custom bids, you can focus your time and money on the most profitable keywords but will need to spend more time on managing the individual bids.

How to set your default bidexpando image
  1. On the Campaigns page, click the Ad groups tab.
  2. Click on the ad group whose default bid you want to change.
  3. Click Settings.
  4. In the Set bids section, set your Bid.
  5. Click Save.
How to set a custom bidexpando image
  1. On the Campaigns page, click the Keywords tab.
  2. In the Bid column, hover over the bid you want to edit, click the pencil icon, and then edit your bid.
  3. Click Save.
Bid adjustmentsexpando image
You have even more control over when and where your ads can appear by setting bid adjustments. A bid adjustment increases or decreases your bid, depending on what (or who) you want to target. You can make bid adjustments for specific demographics, locations, days, or time of day, targeting the customers who are most important to you. Doing so can lead to higher conversion rates and a better overall return on investment (ROI) for your campaign. For more information on how to set your bid adjustment, see How to target my customers by adjusting my bids.

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