About Budget and Bidding FAQs
Last updated, May 2024

What is the best way to set up my budget?

There are many ways to optimize your budget. One of the simplest ways is to set your campaign's budget to No Limit. This way, your campaign's budget will not impact how the system works to find the most relevant audience for your ads.

Is there a minimum budget for running ads?

To ensure that your ads have sufficient budget, the minimum budget at the campaign level is $50 and the minimum budget at the ad group level is $20.

What can I do if my ad group is out of budget?

To make sure that your current campaign continues to run, do the following:

  • ​Add more balance to your account, so that your campaign can continue to run.

  • ​For your current campaign/ad group, please increase the ad group budget/campaign budget.

Why did my ad group run out of budget?

There are two main reasons an ad group will run out of budget.

  • ​The account balance cannot cover any additional advertising costs

  • ​The ad group or campaign has reached its lifetime budget.

If your ad group stops delivering, try the following:

  • ​Add more funds to your account.

  • ​Increase the ad group or campaign budget.

What is bidding?

Bidding is a way to control your cost per action. It is also a way to determine how competitive your ads are in the auction environment. If your bid is higher than your competitors, it means that you're in a great position to win that ad inventory, but it also puts you at risk of overspending. We encourage you to think about bidding as a tool that can help you achieve your goals.

To learn more about Bidding Strategies, refer to Bidding Strategies.

Why can I not spend all of my campaign and ad group budget?

One possible reason may be that your daily budget is too low compared to your target cost per action (CPA) bid. We recommend you set your budget to be at least 5 times the bid.

You can also consider using the Maximum Delivery bid strategy. Maximum Delivery does not require a bid and will seek to generate the highest number of actions your budget can support.

To learn more about Bidding Strategies, refer to Bidding Strategies.

Why was my campaign budget spent so quickly?

Here are some possible reasons why your budget was spent so quickly:

  1. The budget pacing is based on the daily traffic distribution of your targeted country.

    • For example, if 50% of your targeted users visit TikTok after 8 p.m., then most likely 50% of your budget for the day will be consumed after 8 p.m.

  2. Double-check if you selected the Delivery Type as Accelerated, which would cause the budget to be spent as quickly as possible.