What are my budget options?

Your budget is how much you want to spend on your ads. You can choose a daily or monthly budget. 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 option. Don’t worry, you can change your budget amount and budget options at any time.

We have three budget options available for you to choose from, described below. When initially creating a campaign, we recommend you start with the "Daily - 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

This budget type distributes your ad impressions across the entire month. Your ads are shown evenly throughout each day.

Consider Daily - Standard 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.

Note that 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.

Daily - Accelerated

Similar to “Daily - Standard” in that this budget type distributes your ad impressions across the entire month. However, what’s different is that with Daily - Accelerated, your ads are displayed as quickly as appropriate each day until your daily budget is depleted. Daily - Accelerated does not spread the ads out throughout the day, which means your ads may stop displaying before the day is gone.

Consider Daily - Accelerated if you want to maximize impressions but are also are willing to monitor your budget daily so you can make adjustments if necessary.

Note that 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.

Monthly

The monthly budget type will serve your ads as quickly as appropriate (based on your keywords and bids) without spreading those impressions over the entire month. There is no daily cap. Similar to Daily - Accelerated, this means that your ads may stop displaying before the end of the month.

Bing Ads does not prorate your monthly budget. For example, if you set up a budget for $1,000.00 halfway through the month, your campaign will run until spending for the month reaches $1,000.00.

Side-by-side comparison

Here's a summary of each budget type and the features they offer:

Feature Budget Type
Daily - Standard Daily - Accelerated Monthly
Allows you to set the maximum amount that you want to spend each day
Allows you to take advantage of changing market conditions, such as a holiday season or special promotion.
Suited for advertisers who expect to make frequent changes to budget throughout the month.
Suited for advertisers who do not want to monitor their budget regularly.
Suited for advertisers who monitor their budget daily.
Provides for even distribution of impressions throughout a daily 24-hour period.
Your daily budget will be spent as quickly as possible each day until it’s all gone.
Your monthly budget will be spent as quickly as possible until it’s all gone. Bing Ads does not try to evenly distribute impressions across the entire month and there is no daily cap on the number of impressions that can be shown.

Can’t decide? Give each a try and watch how your ads perform. Remember you can switch budget types at any time.

Do it now: Change your budget type

Click Campaigns > Campaigns > your campaign name.

Campaigns tab, campaign name

Click Settings.

Edit your campaign settings

Select the appropriate budget type, enter an appropriate amount and click Save.

Select Budget

To understand what happens if you reach your budget limit, take a look at What if I reach my daily or monthly budget limit.

Important

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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