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.
Note

We're redesigning Microsoft Advertising, so the steps to complete a task may be different based on the version you're using. Learn more about the redesign and which version you're using.

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: Microsoft Advertising will help you spend for optimized performance based on the products or services targeted by your campaign and availability of corresponding user searches during the day.

    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.

Important

The accelerated budget type is being deprecated for all ad campaign types except audience campaigns. As of November 1, 2019, all search, shopping, and dynamic search ad campaigns use standard budget delivery regardless of the budget type that you have set. Learn more

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. From the main menu on the left, click All campaigns.
  2. From the page menu, click Campaigns.
  3. In the table, click the name of the campaign you want to edit.
  4. From the page menu, click Settings.
  5. Under Campaign budget, click Daily budget options.
  6. Select the appropriate budget type.
  7. Click Save.
  1. Click Campaigns located at the top of the page.
  2. Click the name of the campaign you want to update.
  3. Click the Settings tab.
  4. Under Campaign budget, click Daily budget options.
  5. Select the appropriate budget type.
  6. Click Save.
Important

The accelerated budget type is being deprecated for all ad campaign types except audience campaigns. As of November 1, 2019, all search, shopping, and dynamic search ad campaigns use standard budget delivery regardless of the budget type that you have set. Learn more

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

Change your budget amountexpando image
  1. From the main menu on the left, click All campaigns.
  2. From the page menu, click Campaigns.
  3. In the table, click the name of the campaign you want to edit.
  4. From the page menu, click Settings.
  5. Under Campaign budget, enter a new budget amount.
  6. Click Save.
  1. Click Campaigns located at the top of the page.
  2. Click the name of the campaign you want to update.
  3. Click the Settings tab.
  4. Under Campaign budget, enter a new budget amount.
  5. 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. From the main menu on the left, click All campaigns.
  2. From the page menu, click Ad groups.
  3. In the table, click the name of the ad group you want to edit.
  4. From the page menu, click Settings.
  5. Under Set bids, enter a new bid value.
  6. Click Save.
  1. Click Campaigns located at the top of the page.
  2. Click the Ad Groups tab.
  3. Click the name of the ad group you want to update.
  4. Click the Settings tab.
  5. Under Set bids, enter a new bid value.
  6. Click Save.
How to set a custom bidexpando image
  1. From the Campaigns page, click the Keywords tab (or from the main menu on the left, click All campaigns and then Keywords).
  2. There are two ways to change your bid from the keywords table:
    1. Hover over an individual keyword's bid in the Bid column and click the pencil icon that pops up. Change the bid value and then click Save.
    2. Select the checkbox next to one or more keywords and then click Edit > Change current bids. You can then set the bid(s) to a specific value, increase or decrease the bid(s) by a percentage, or increase them to either the estimated top of page bid or estimated first page bid. When you're done, 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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