Budget bid strategy won't spend targeted amount

A budget bid strategy optimizes budgets and bids to spend the targeted amount and any custom amounts, but sometimes a budget bid strategy can't do both. This means that the budget bid strategy will overspend or underspend, or even stop spending.

On this page

• Budget strategy will overspend or underspend
• Entire budget spent before end of plan

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Budget strategy will overspend or underspend

The custom allocations that remain in the plan will prevent the budget bid strategy from spending to match the desired amount because the budget strategy will set budgets and bids to spend each remaining custom amount and sacrifice the plan’s budget.

Edit target spend or custom allocations in the plan

To edit the target spend or custom allocations in the plan, do the following:

1. Sign in to your Search Ads 360 account.
2. Navigate to a manager or sub-manager account.
3. In the page menu, select Plans under Bidding and planning.
4. Select All plans in the "Plans" page.
5. Locate your campaign in the table and select its checkbox.
6. In the bar above the table, select Edit, then select Edit Plans in the dropdown.
7. On the “Adjust forecast” page, update Date range, Key metric and Campaigns. Select Continue.
8. To edit target spend, do the following:
   1. On the “Set up plan” page, enter your new spend target in the “Amount” box.
   2. Select Update plan.
9. To edit custom allocations, do the following:
   1. On the “Set up plan” page, select the pencil icon in the Performance targets section.
   2. In the “Spend allocation” window, select Set custom spend.
   3. Select a date range and your custom amount.
   4. Select Done.
   5. Select Update plan.

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Entire budget spent before end of plan

Scenario: The budget bid strategy spent the entire budget before the end of the plan. The budget bid strategy will reduce spending severely. If you want your campaigns to run for the length of the plan, increase the budget. If you want to wait until the next plan starts, you aren't required to change anything in either plan.

Edit the plan to increase the budget

To increase the budget of your plan, do the following:

1. Sign in to your Search Ads 360 account.
2. Navigate to a manager or sub-manager account.
3. In the page menu, select Plans under Bidding and planning.
4. Select All plans in the "Plans" page.
5. Locate your campaign in the table and select its checkbox.
6. In the bar above the table, click Edit, then select Edit Plans in the dropdown.
7. On the “Adjust forecast” page, enter your new amount in the “Spend” column.
   • Alternatively, you can enter your new amount in the “Your Plan” window or in the Performance targets section on the “Set up plan” page.

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Related links

• About budget bid strategies
• Automate budget allocation and spending in a plan
• Create or edit a budget bid strategy
• Pause a budget bid strategy