Bing Ads is equipped with budgeting functionality to help control your advertising spend. This training will explain available budgeting options and show you how to set up a daily or monthly campaign budget.

After reading this training, you will understand how to:

  • Describe the campaign budget options available in Bing Ads.
  • Determine the most appropriate budget option for your campaign.
  • Set your campaign budget.

Budgeting basics

Your campaign budget is the total amount covering expenses across your campaign’s ad groups. Bing Ads allows you to budget on a daily or monthly basis. The daily option lets you control how quickly your budget is spent. If you choose the monthly option, you set a monthly maximum that depletes as customers click your ads. There are, however, variations of the two options, and ways to quickly and easily modify them.

Daily standard budget
The daily standard budget is the default option when you set up the ad group. This budget option offers several benefits:

  • The budget is spent smoothly throughout the day.
  • If the click rate is higher than expected, the rate of spend may be slowed to ensure budget is available at the end of the day.
  • Your budget limit is a general target, allowing the actual daily spend to be slightly higher or lower.

Daily accelerated budget
Sometimes you may not want to “smooth out” clicks across the entire day. With the daily accelerated budget option, Bing Ads spends the daily budget as quickly as clicks occur. With this option, the entire daily budget could be spent in the first few hours of the day. When the daily accelerated budget limit is reached, ads stop serving until the next calendar day.

Monthly budget
The monthly budget functions similarly to the daily accelerated budget only over the duration of a month. Your budget is depleted as clicks occur. When the limit is reached, ads pause until the first day of the next calendar month.

Choose an appropriate budget option

When you select a budget option, consider whether you will monitor and change your budget frequently. Evaluate your advertising goals and total available budget. Set a daily budget if you want to monitor and change your budget frequently. For example, you may want to adjust your daily budget for increased demand during a promotion or a holiday season. If you don’t want to monitor your campaign budget each day, choose Daily Standard to reduce chances your budget is depleted before the end of the day.

If you monitor your campaign each day, choose Daily Accelerated to maximize your impressions. This option is recommended when you have a high budget and can accommodate ad traffic occurring throughout the day.

Set a monthly budget if you don't anticipate changing your budget very often. The monthly budget option works well when you have a high or unlimited budget, and can accommodate all potential ad traffic.

If you are running a new campaign, or are a new search marketer, use the default Daily Standard budgeting for a week or two. Collect enough data to evaluate your performance and campaign needs.

Setting a daily or monthly budget

At the time you set up a new campaign, you’ll be asked to make your budgeting selections.

To choose the daily budget option, select Daily from the drop-down menu next to the Campaign budget box. In the Campaign budget box, enter your daily amount. When you set a daily budget, the Bing Ads system multiplies the daily amount by the number of days in the current month and automatically calculates the maximum monthly budget. Expand Daily budget options to select how you want the budget spent, Standard or Accelerated.
 
Setting a daily or monthly budget (screenshot)

Changing your budget

Your budget is directly affected by your keyword bid amounts. Since keyword bids can vary, be sure to monitor the bid amounts and frequency of clicks. If you notice unfavorable bid amounts and click frequencies, change your budget settings. To make edits:

  • Go to the Campaigns page and hover over the Budget column of the Campaign row you want to update. Click the pen icon to proceed. You can only change the budget amount this way.
  • Change the budget type and the amount by selecting the campaign and choosing the settings tab. Under campaign settings, alter the Campaign budget information.

Budgeting suggestions

To conveniently manage budget issues, access the Budget Suggestions tool from the opportunities tab. For each campaign with a depleted, or nearly depleted budget, Bing Ads provides a recommended budget, along with an estimated increase in clicks.

Using this tool, it’s easy to make adjustments to budget recommendations, and apply the new budgets to your campaigns.

Summary

Bing Ads gives you flexibility on how to serve ads. Your choice depends on how active you are monitoring and modifying your campaign. Consider these options as you set up your budgeting:

  • Choose the Daily Standard budget option to divide your daily budget across the day. This option may reduce the chances of your budget depleting before the end of the day.
  • Choose the Daily Accelerated option if you want to spend your daily budget as quickly as clicks occur.
  • Choose the monthly budget option if you don’t anticipate changing your budget frequently.

Thanks for reading this training on Bing Ads budgeting. Continue your training or take the BAAP exam to become accredited.

Please note all features in this training may not be available in your market.