What are my budget options?

What are my budget options?

Your budget is how much you want to spend per day on your ads. The right choice depends on your goals and how you want to monitor your spending.

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.

Important

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. Learn more

The four possible budget types are:

Budget Type Details
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.

Important
  • 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 100% above your daily limit.
  • We strongly recommend using one of the "Standard" budget types which optimize your budget spend throughout the day. "Accelerated" budget types are not recommended for most advertisers and should only be used by those who are looking to show their ads early in the morning until their budget depletes, even if that means that their ads don't show the rest of the day.
  • If your campaign is limited by budget, using an Accelerated budget type will mean that your budget will be depleted early in the day. You should monitor your budget every day to make sure you are not limited too early. Otherwise, consider switching to a Standard budget type.
Change your budget typeexpando image
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.

New expando 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.
Previous expando image
  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.

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

Comparing budget types

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 (for more details, see What if I reach my daily budget limit?).

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

How your budget is calculated and spent

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.

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