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.
Microsoft Advertising has two different budget types you can choose from.
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.
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?
For information on setting up a shared budget, see How do I share a budget across multiple campaigns?
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.
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.