Overview of Budgets

Introduction to Budgets

How Budgeting Works with AdWords

Your daily budget is the amount that you're willing to spend on a specific AdWords campaign each day, on average. The daily budget you set for your campaign is entirely up to you. When the budget limit is reached, your ads will typically stop showing for that day. How quickly your ads are shown during a given day is determined by your ad delivery setting.

On any single day, the AdWords system may deliver up to 20% more clicks than your daily budget calls for. This helps make up for other days within the same billing period in which your daily budget is not reached due to variations in search patterns. (Days in which your daily budget is not reached may include partially paused days.) However, our system makes sure that in a given billing period, you're never charged more than the number of days in that billing period times your daily budget. For example, if you budget US$10 per day, and you're charged for a 30-day billing period, the maximum you would pay is US$300.

Types of AdWords Budgets

Each campaign has a daily budget, which can be adjusted any time. You can also specify whether you want to use standard delivery or accelerated delivery. This choice will affect how quickly your ads are shown each day, but in each case your selected budget will apply.

•Standard delivery: We'll spread your ad impressions across the day to make sure you don't accrue all of your clicks early on. If your budget is set below the system-recommended budget, your ads may not receive all possible impressions.

•Accelerated delivery: We'll display your ads as often as possible until your budget is reached. If your budget is set below the system-recommended budget, your ads may not receive all possible impressions.

For My Client Center (MCC) accounts, AdWords offers Manager Defined Spend (MDS). This is a simple way for MCC account users to control their managed accounts' budgets. If a client manager moves all of their managed accounts to MDS, the client manager can create and modify these accounts' budgets instantaneously via their MCC dashboard. Additionally, the client manager will be billed for these accounts via one Manager Order-level monthly invoice.