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.
Important

Monthly budgets are no longer supported in Bing Ads. Over the course of April 2017, we converted monthly budgets to Daily - Accelerated budgets. If you had a monthly budget, no action is necessary on your part to keep your ads running. However, you may want to review the daily budget amount we set (by dividing your monthly budget by 30.4) and your budget type (standard vs. accelerated). Learn more

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.

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.

Budget Type Details
Daily - Standard

Distributes your ad impressions across the entire month, showing your ads evenly throughout each day.

Choose this budget type if displaying your ads throughout the entire day is important and you are willing to monitor your budget daily so you can make adjustments if necessary.

Daily - Accelerated

Distributes your ad impressions across the entire month, showing your ads as quickly as appropriate each day until your daily budget is depleted.

Choose this budget type if you want to maximize impressions but are also are willing to monitor your budget daily so you can make adjustments if necessary.

Shared - Standard

Distributes your ad impressions across multiple campaigns and across the entire month, showing your ads evenly throughout each day.

Choose this budget type if displaying your ads across multiple campaigns throughout the entire day is important and you are willing to monitor your budget daily so you can make adjustments if necessary.

Shared - Accelerated

Distributes your ad impressions across multiple campaigns and across the entire month, showing your ads as quickly as appropriate each day until your daily budget is depleted.

Choose this budget type if you want to maximize impressions across multiple campaigns but are also are willing to monitor your budget daily so you can make adjustments if necessary.

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. Bing Ads anticipates and automatically compensates for the fluctuations, and usually keeps overspend to less than 20% above your daily limit.

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 Bing Ads 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?

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, Bing Ads 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, Bing Ads will refund the overspend at the end of the month.

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