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Before you can submit your ad campaign, you need to set a campaign budget amount and select a budget type. Don't worry, you can change your budget amount and budget types at any time. Changes to your budget generally take effect within an hour or so.
The accelerated budget type is being deprecated for all ad campaign types except audience campaigns. Starting November 1, 2019, all search, shopping, and dynamic search ad campaigns will use standard budget delivery regardless of the budget type that you have set.
We have four budget types available for you to choose from, described below. When initially creating a campaign, we recommend you start with either the "Daily - Standard" or the "Shared - Standard" budget type. This will help spread your ad impressions across the entire month, based on daily limits that you define. Your ads are also shown evenly throughout each day. This is always a good choice if displaying your ads all day long is important.
|Daily - Standard||
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.
|Daily - Accelerated||
Distributes ad impressions for your campaign across the entire month, showing your ads as quickly as appropriate early in the day until your daily budget is depleted.
|Shared - Standard||
Microsoft Advertising will help you spend for optimized performance based on the products or services targeted by your campaigns and availability of corresponding user searches during the day.
|Shared - Accelerated||
Distributes ad impressions for multiple campaigns across the entire month, showing your ads as quickly as appropriate early in the day until your daily budget is depleted.
Your daily limit is a target; your actual spend might be higher or lower. Variations are caused by a number of factors, such as different traffic volumes in different days of the week, or automatic detection and refunding of fraud clicks that can give money back to a campaign within a few hours of the click. Microsoft Advertising anticipates and automatically compensates for the fluctuations, and usually keeps overspend to less than 20% above your daily limit.
The right budget type for you depends on what's important to you:
|If you want...||Choose...|
|To set the maximum amount that you want to spend each day.||Daily - Standard, Daily - Accelerated, Shared - Standard, or Shared - Accelerated|
|To have Microsoft Advertising automatically adjust how your budget is spent across multiple campaigns for extra flexibility.||Shared - Standard or Shared - Accelerated|
|To take advantage of changing market conditions, such as a holiday season or special promotion.||Daily - Standard, Daily - Accelerated, Shared - Standard, or Shared - Accelerated|
|To make frequent changes to budget throughout the month.||Daily - Standard, Daily - Accelerated, Shared - Standard, or Shared - Accelerated|
|To monitor your budget daily.||Daily - Standard, Daily - Accelerated, Shared - Standard, or Shared - Accelerated|
|To have impressions distributed as evenly as appropriate throughout the day.||Daily - Standard or Shared - Standard|
|Your daily budget to be spent as quickly as appropriate each day until it’s all gone.||Daily - Accelerated or Shared - Accelerated|
If you still can’t decide which budget type is right for you, try each one and watch how your ads perform. Remember, you can switch budget types at any time. Also, be sure that you understand what happens if you reach your budget limit.
To learn more about shared budgets, see What are shared budgets?
Your daily budget setting is only a target, so your actual spend might be higher or lower. This is because, regardless of the budget type you choose, 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.
The calculation to convert your daily budget to a monthly budget is:
monthly budget = daily budget x days in month
If you happen to change your daily budget mid-month, then your current monthly limit is calculated as your spend so far that month, plus the daily budget amount multiplied by the number of days remaining in the month. Like this:
monthly budget = Spend-to-date + (daily budget x days remaining)
In the unlikely event that your campaign’s spend goes over your monthly limit, Microsoft Advertising will refund the overspend at the end of the month.