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Budget and Bidding Type
About Budget

Overview

This article briefly introduces the definition of budget and how it works.
Budget is the amount that you are willing to pay for presenting ads to your audience. Budget is also a tool for cost controlling. As bidding can control the cost per result, budget can help you control the overall costs for campaigns or ad groups.
You can set a budget at the campaign or ad group level. If you select "Daily Budget" for a campaign, you can only select "Daily Budget" at the ad group level. If you select "Total Budget" for a campaign, you can select either "Daily Budget" or "Total Budget" at the ad group level.
      • Daily budget: The upper limit of the cost that you are willing to spend on the campaigns or ad groups in a single day.
      • Lifetime budget: The total cost that you are willing to spend on the campaigns or ad groups during the schedule period.

Lifetime Budget

To set the total budget is to set the upper limit of the costs that can be spent during the delivery period of the campaigns or ad groups. Setting the lifetime budget can ensure that your lifetime budget will not be exceeded by the costs on campaigns or ad groups in the actual delivery.

Daily Budget

Daily budget is the upper limit of costs that you are willing to spend on the campaigns or ad groups in a single day. Setting the daily budget can ensure that your daily costs will not be exceeded by the costs on campaigns or ad groups in the actual delivery even if the actual cost per result is higher or lower than your bid.

Minimum Budget

We will request you to meet the minimum budget requirement in order to see the results of your ads after a continuous delivery. For both daily budget and lifetime budget, the minimum budget have to be met.

Minimum budget requirement for campaign level:

For each campaign, both daily budget and total budget must exceed 500 USD.

Minimum budget requirement for ad group level:

If you select the daily budget, it must exceed 20 USD.


If you select the lifetime budget, it must exceed the value of the minimum daily budget (20 USD) × scheduled days.
For instance, as shown in the above picture, if the delivery schedule you select is 31 days, then the minimum budget for this ad group shall be: 20 USD × 31 = 620 USD.
*Minimum budget in USD is illustrated. When it takes effects, the system will automatically convert it to an accurate result in the currency you use.