An introduction to budget and bidding rules

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Watch our videos to learn about budget and bidding rules, including what they are and how to use them to help reach your campaign goals.

Budget and bidding rules are features within the campaign manager that help you manage and optimize your advertising budget. The features can automatically adjust your budget and bids, either during a specific time frame or when your campaign hits a certain performance target.

Budget rules

You can use budget rules to help:

  • Keep top-performing campaigns running, and help avoid going out of budget
  • Reduce your time spent monitoring and manually adjusting your campaigns
  • Optimize your budget for key events, with personalized recommendations

There are two types of budget rules:

  • Schedule-based budget rules. This type allows you to set budgets in advance for special events, such as Prime Day and Halloween, or during a date range of your choice.
    • For example, during an important shopping event, such as Black Friday, you can set your budget to increase by 50%, to help make the most of the anticipated increase in shoppers.

    Schedule-based budget rules video

  • Performance-based budget rules. This type will increase your campaign budget when your campaign meets a certain performance threshold, such as return on ad spend (ROAS), click-through rate, or conversion rate.
    • For example, if you want your budget to increase when your campaign is performing well, you could set your budget to increase by 20% when your ROAS hits 5.

Bidding rules

There are two type of bidding rules:

  • Schedule bid rules. This option allows you to set bids in advance for special events, such as Prime Day and Halloween, or during a date range of your choice. This can help you reach shoppers at peak shopping periods, all while reducing the manual effort of adjusting your campaigns.
    • For example, you could apply a rule to automatically in case your bids by 10%, such as Saturday and Sunday evenings, during 5 and 9 p.m.

    Schedule bid rules video

  • Rule-based bidding. This option helps remove the guesswork of managing your campaigns by automatically adjusting your bids based on the ROAS guardrails you set within the campaign manager.
    • For example, you could set your ROAS to 3, as a guardrail within the campaign settings.

    Rule-based bidding video

Make sure to apply budget and bidding rules during your next important moment. Then, continue to monitor how your campaigns perform based on these new rules, and adjust as needed.