Budget6 min readPublished:
Budget and CPM bids
Daily caps, bid limits, and how not to burn budget in week one.
Budget planning
Split monthly budget into test (20–30%) and scale (70–80%). Test new bundles, scale proven winners.
Daily cap = monthly / 30 with peak-day buffer. Do not put all budget in one ad group.
- Min 3 days data per decision
- 10% reserve for moderation pauses
- Align currency with finance
Bids and CPM
Opening bid — niche median from portfolio or manager recommendation. Raise 5–10% if under-delivery.
Bid cap protects from auction spikes in hot hours.
- Max one bid change per 24h
- Watch impression win rate
- Lower bid on CTR without conversions
Spend control
Alerts at 80% daily cap. On spend spike check duplicate ads and overlapping targeting.
Schedule weekly budget review.
- Pause rules in spreadsheet
- Auto-stop at balance < 1 day
- Post-mortem on overspend
Frequently asked questions
- What is «Budget and CPM bids» about?
- Daily caps, bid limits, and how not to burn budget in week one.
- Budget planning?
- Split monthly budget into test (20–30%) and scale (70–80%). Test new bundles, scale proven winners. Daily cap = monthly / 30 with peak-day buffer. Do not put all budget in one ad group.
- Bids and CPM?
- Opening bid — niche median from portfolio or manager recommendation. Raise 5–10% if under-delivery. Bid cap protects from auction spikes in hot hours.
- Rule of thumb
- Min 3 days data per decision