Weekly budget

How it works

The strategy tries to maintain the given weekly budget, distributing it across the calendar week from Monday to Sunday. The budget may be spent unevenly throughout the week, but the weekly limit won't be exceeded. The campaign won't exceed the weekly budget unless there's a budget reset.

Budget distribution depends on your time targeting settings. For example, if you limit ad impressions to two days a week, your budget will only be distributed over those two days.

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.

Maximum daily expenditure

The maximum daily expenditure is calculated based on Moscow Time (UTC+3) and depends on the number of days in the impression schedule, taking into account your holidays settings.

Maximum daily budget:

• If the schedule is for 1 day: up to 100% of the weekly budget.

• If the schedule is for 2 days: up to 50% of the weekly budget.

• If the schedule is for 3 days or more, or if there are no impression schedule limits, then it's up to 35% of the weekly budget.

Budget limits and recommendations

The minimum weekly budget is 300 RUB (see other currencies).

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

• "Maximize conversions" — at least 10 × CPA.

Weekly budget reset

Campaign expenditures are reset when you:

• Change the weekly budget.

• Change the payment model.

• Postpone the campaign's start date, including cases where the end date, which has already passed, is postponed to a later date, causing the campaign to restart.

All other changes (such as re-launching a stopped campaign or changing the strategy, limit type, CPC, or conversion settings) don't trigger a budget restart.

How resetting affects your budget spending

If you change the weekly budget:

• In pay-per-click strategies, the maximum spending on this day can be 35% of the old budget + 35% of the new one.

• In pay-per-conversion strategies, 100% of the old + 100% of the new budget can be spent if all conversions are received in one day.

Let's say your campaign has a weekly budget of ₽7000. You spent ₽4000 from Monday to Thursday, on which you decided to change the budget to ₽5000. This resets budget expenditure, meaning the campaign can now spend up to ₽5000 more from Thursday to Sunday. If it's a pay-per-click campaign, on Thursday, you can spend up to 35% of the old + 35% of the new budget. And if it's a pay-per-conversion campaign, you can spend up to 100% of the old + 100% of the new budget.

If you change the payment model:

• When switching from pay-per-conversion to pay-per-click, spending can be 100% of the weekly budget before the reset + 35% of the budget after the reset.
• When switching from pay-per-click to pay-per-conversion, spending can be 35% of the weekly budget before the reset + 100% of the new budget.

The same applies to other actions that reset budget expenditures.

When it's optimal time to change your weekly budget

To avoid overspending, adjust your budget at the beginning of the calendar week. If you change the budget amount in the middle of the week, previous spending isn't taken into account.

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 weekly budget. The algorithm will calculate a recommended value based on the strategy settings. Alternatively, you can set a custom value.

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支付货币	最小每周预算
俄罗斯卢布	300
哈萨克斯坦坚戈	1300
白俄罗斯卢布	9
美元	10
欧元	10
瑞士法朗	10
新土耳其里拉	17