Budget for a period

Use scenarios:

• Long period: a media plan built specifically for the month of April.

• Short period: flight campaigns for a 4-day promo, holiday campaigns, pre-event promotions for events with a set date, campaigns with a capped budget for testing strategies and creatives.

How it works

The strategy will aim to maintain the budget for the period, spreading the funds over the specified time. The strategy can't exceed the set budget, but it can spend less. If the budget is underspent, this is usually a sign of ineffective keywords, insufficient funds in the account, a low maximum bid, or low CPA.

Expenditures can vary day by day. For example, the strategy may initially spend below the daily average in the first few days, then increase expenditure in the subsequent days to meet the overall budget, or vice versa. This happens because the user online activity isn't uniform over time, so the strategy needs some time to refine forecasts. If you're using a period budget with a limit on CPA, cost revenue ratio, or CPC, the strategy first aims to achieve the set target (for example, CPA), and your target bids might cap your budget spending.

Budget distribution depends on your time targeting settings. For instance, if you've limited ad impressions to five out of eight days in the period, the budget will be distributed only over the five days.

The minimum and maximum period range from 1 to 90 full days. This means you cannot set up a campaign to start and end today, but you can schedule it from tomorrow to tomorrow.

The strategy period sets the start and end dates of the campaign, including in campaigns that are part of a portfolio strategy.

When you want to spend the entire budget amount, enable the option “If you have unused budget — Continue impressions”. In this case, the campaign will continue to run until the budget expires, even if the period has already ended.

When the period has ended, you can update the dates and budget to reuse the same campaign. It's important that these adjustments are made in a timely manner so that the campaign doesn't stop for more than a day, and the strategy doesn't start losing the accumulated statistics it learns on.

Maximum daily expenditure

The daily expenditure is calculated every day: the system estimates the remaining budget and multiplies it by the share of the current day in the remaining period. The daily expenditure is capped at 30% above the daily limit.

Let's say you have a campaign that you've set up to run for ten days. After three days, you've spent RUB 3000 out of RUB 10,000. The amount you have left for the next seven days is RUB 7000. The share of the current day in the remaining period is 1/7. The daily expenditure is RUB 1000. It can't be exceeded by more than 30%, meaning the system won't spend more than RUB 1300 in the current day.

Budget limits and recommendations

The minimum budget for a period is 50 rubles a day (view values for other currencies), but at least 300 rubles.

For optimal strategy performance, we recommend setting your budget as follows:

• "Maximize revenue" — at least 10 × profit per conversion per week.
• "Maximize conversions" — at least 10 × CPA.

If you specify a period longer than a week, your budget should be enough for at least ten conversions each week.

Period budget reset

If you have a budget for a custom period, the budget will reset only if you change the payment model on the first day after launching a strategy. If you want to change the payment model within an active period but not on its first day, set up a new period and specify a budget.

For example, suppose you set a budget of ₽10,000 for the period from December 1 to December 10. By midday on December 1, the campaign has spent ₽500. At that point, you change the payment model. In this case, the budget will reset. In the remaining period from midday on December 1 until the end of December 10, the full budget amount of ₽10,000 is again available to the campaign. That way, the total spending from December 1 through December 10 can reach up to ₽10,500.

If you change the period start date (changing the budget size doesn't matter in this case), it will be considered as setting a new period budget rather than resetting the existing one.

For example, suppose you set a budget of ₽5000 for the period from February 18 to February 22. By midday on February 19, the campaign has spent ₽1500, and you change the period start date to February 19. Doing so immediately starts a new period with the same budget. This way, the total spending from February 19 through February 22 can reach up to ₽5000.

Setting the minimum budget

In "Maximize revenue" and "Maximize conversions" pay-per-click strategies with a limit on CPA or cost revenue ratio, you can set a minimum budget for a period. The algorithm will calculate the recommended value based on the strategy settings (for example, the number of days in the period). Alternatively, you can set a custom value.

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Payment currency	Minimum daily budget
RUB	50
KZT	200
BYN	1.5
USD	1.5
EUR	1.5
CHF	1.5
TRY	2.5

Flight campaign: A campaign that runs during specific periods (flights) to achieve specific goals, such as increasing sales.