Multi-platform: How budgets work
Multi-platform: How budgets work
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.Note
Not everyone has this feature yet. If you don't, don't worry—it's coming soon!
Tell us how much you want to spend per day on your ad campaign across Microsoft Advertising, Google Ads, and Facebook Ads. Once your daily budgeted amount has been spent, your ads will stop showing until the next day. This way, you only spend as much as you're comfortable with.
The budget amount includes ad spend across Microsoft Advertising, Google Ads, and Facebook Ads. Please note that if you linked your own Facebook Ads account during sign-up or campaign creation, the Facebook spend will be directly billed to you by Facebook Ads through that account. Learn more about billing options.
The minimum daily budget for advertising campaigns are as follows:
- Microsoft Advertising only: $2 USD
- Microsoft Advertising and Google Ads: $5 USD
- Microsoft Advertising and Facebook Ads: $7 USD
- Microsoft Advertising, Google Ads, and Facebook Ads: $10 USD
Choosing an ad campaign budget
You only pay when someone clicks on one of your ads, so a good way to think about your campaign budget is in terms of clicks and cost per click (CPC). So, how many clicks do you hope to get each day and how much is each click worth to you?
For example, if you want the ads in your campaign to get 50 clicks a day and you decide that each click is worth a maximum CPC of $0.40. Multiply $0.40 by 50 to get a budget of $20 per day.
Important
- The budget covers ads on search and social networks. You pay for search ads shown on Microsoft Advertising and Google Ads in Microsoft Advertising.
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Please note, if you linked your own Facebook Ads account during sign-up or campaign creation you will:
- Use Microsoft Advertising to pay for search ads running on the Microsoft Search Network and/or the Google Search Network.
- Use your linked Facebook Ads account to pay for social ads shown on Facebook and Instagram.
- Your actual spend per day might be more or less than the target budget you've set. You won't spend more per month than your daily budget multiplied by 30.4.
- Any attempt to change your budget or other ad campaign settings outside of Multi-platform will not be accepted. Update your Multi-platform within Multi-platform.
After your ads begin to appear in search and social networks, you'll be able to see metrics such as the number of impressions and clicks your ads receive. The impressions and clicks will change, based on your budget and targeted locations, giving you an idea of how to update your campaign to maximize your return on investment. Learn more.
Changing your budget amount
You set your budget during ad campaign set up, and you can change your budget at any time.
- From the Ads page, select the campaign whose budget you want to change.
- Select the pencil icon next to your daily budget.
- Enter the daily budget that you want. The slider shows what the estimated monthly budget would be, based on the daily budget amount.
- Select Save.
What can I do to change my Limited by budget status?
This indicates whether or not your ads are available to display. The following messages indicate your ads might not display as often as they could:
- Limited by budget. This status means (1) that your campaign either ran out of budget at least once in the past 15 days or (2) your campaign will run out of budget in the coming weeks. Your ads are running, but Microsoft Advertising occasionally limits the number of times your ad is served to avoid going over your daily budget. Consider increasing your budget to potentially show your ads more often.
How to change my Limited by budget status
If you see this warning next to Budget on the Ad Campaign - Traffic page:
- Select the Limited by budget button.
- Select one of the budgets suggested by Microsoft Advertising to potentially increase your ad exposure. You can also choose to add a custom value.