Bing Ads budgeting and billing — training
Bing Ads is equipped with budgeting functionality to help control your advertising spend, as well as features that make payments flexible and easy. This training will explain available budgeting and billing, show you how to set up a daily or monthly campaign budget, and explain payment methods and access to statements.
Your campaign budget is the total amount that covers\ 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 campaign. 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 prioritizes showing your ad at every valuable opportunity while keeping ad rank in mind. 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.
The monthly budget functions similarly to the daily accelerated budget only over the duration of a month. 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 maximise 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 that 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.
Changing your budget
Your budget is directly affected by your keyword bid amounts. Since keyword bids can vary, make sure that you monitor the bid amounts and frequency of clicks. If you notice unfavourable 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 that 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.
To manage budget issues conveniently, 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.
Bing Ads billing is flexible, giving you the choice between pre- and post-pay options, as well as multiple payment methods. You can also spend time getting familiar with your Bing Ads account and the Bing Ads interface prior to setting up payment information. When ready, enable your account for live activity by establishing a billing method. Remember, with Bing Ads search engine advertising, you are not charged until someone clicks your ad.
Pre-pay and post-pay options
You can pay ahead of time or in arrears, whichever is more convenient. It’s important to remember that once you have chosen an option during the account set-up, you cannot change the preference for that account. You can, however, have different accounts if that fits your business model. If so, some can be pre-pay and some can be post-pay.
For post-pay accounts, the day that you set up your Bing Ads account becomes your billing cycle start date. If you create an account on 5 May, your credit card is billed on the fifth day of every month. Once established, billing dates cannot be changed.
A billing threshold is a credit limit Bing Ads assigns to your account. Initially, your billing threshold is $50 dollars USD. You can supplement your post-pay account by being billed when you reach a certain billing threshold.
Bing Ads automatically bills you on your billing date, or when your billing threshold is met, whichever comes first. As you make timely payments, your billing threshold can increase to $100, $500, even $2,500 dollars USD.
Payment options depend on the account currency and market/country. For details on supported payment methods per market, please see How do I pay for Bing Ads?
Using an insertion order
You can create the insertion order in Bing Ads or call your Bing Ads account manager to create it for you. The insertion orders then goes through the following approval process:
First flow: You create, Bing Ads approves
If you are a Super Admin or API user for the account, create an insertion order with the following steps: Click the Accounts & Billing page. Click the Insertion Orders tab. Click on Create Order. Fill in the form and click Accept.
Second flow: Bing Ads creates, you approve
Insertion orders created by Bing Ads will have a status “Pending your review”. You select the Insertion Order and then click “Review Pending Orders”.
You review and then “Accept” the insertion order:
You can’t edit an existing insertion order – you have to cancel it first. To cancel an insertion order, click the Accounts & Billing page, click the Insertion Orders tab, then select the insertion order that you want to cancel and click Cancel Order.
Managing your payment method
You can add, remove or change the payment method on your account at any time. (Please note that you cannot change between pre-pay and post-pay options.)
Go to the Accounts & Billing page, choose the payment methods tab, and follow these steps:
- To change to an existing payment method, click the Set button.
- To establish a new payment method, click the ADD option of your choice.
- To edit a payment option, click the Edit button.
- To remove a payment option, click the Delete button.
- For pre-pay accounts, you can click the Add funds link to draw money from the payment method.
Review your billing statements
You can review your billing statements at any time in several ways:
- Click Accounts & Billing and select the account. Look for the “Statements” in the right-hand column to find recent statements immediately.
- Click the Billing tab to see more detail and statements.
For more information on insertion orders, take a look at Online Insertion Orders Make Billing Easier Than Ever in Bing Ads.
Please note that features mentioned in this training may not be available in your market.