Weekly budget

What is a weekly budget

A weekly budget is the amount you limit your campaign expenses to over 7 days. If you stay under the budget you set, we will only charge the actual amount spent.

The minimum weekly budget is calculated based on the number of products in the campaign — ₽2,000 per item.

How the weekly budget is spent

The start of the weekly budget period is always the day of the week when the campaign was created. For example, if you create a campaign on Wednesday, the budget will be spent until the following Tuesday inclusive, and a new seven-day period will start from the next Wednesday.

Daily expenses depend on product demand, but do not exceed 25% of the weekly budget.

If the budget is expended faster than within 7 days, the promotion will stop until the start of the new period — the day of the week on which the campaign was launched. To avoid waiting for the next week, you can increase the campaign budget or set up budget auto-raise.

Sometimes the budget is overspent. In this case, adjustment will take place at the end of the weekly period — you will only pay the amount set for the campaign. The overspend will be reflected in the product promotion report in the Adjustment field with a “-” sign.

How to download the report

On the campaign page you can view:

• start and end date of the weekly period over which the budget is spent;
• the remaining budget in the current period;
• auto-raise percentage.

How to calculate a weekly budget

When calculating the weekly budget, take into account:

• the number of products in your campaign;
• the average product rate you’ve set;
• CTR: the average ratio of the number of clicks to the number of impressions;
• CR: the conversion to order;
• the number of orders you expect to get for each product per day.

Data for calculation:

• 4 products in the campaign;
• the average product rate is 10 RUB per click;
• CR is 5%;
• you expect to get at least 2 orders of each product per 24 hours.

With 5% CR, you need to get 20 clicks per one order.

To get 2 orders for each of 4 products, use the formula: average product rate × expected number of orders × number of products in the campaign.

Weekly budget equals to 20 × 10 × 2 × 4 × 7 = 11,200 RUB.

How budget auto-raise works

Budget auto-raise is an option where your budget will be increased by a certain percentage if the set amount runs out before the weekly period. This way the products will be promoted continuously and won’t lose their positions in search.

Auto-raise can be set up when creating or editing a campaign. It is activated only once within a weekly period, and at the start of a new period, the budget returns to the value you initially set for the campaign. If there are no orders by the time the budget runs out or the A to S ratio exceeds 100%, the auto-raise won’t be triggered.

How to check the budget sufficiency

The Sufficiency metric is only available for campaigns with an Average Cost Per Click strategy.

On the campaign page, next to the budget, you will see if it is sufficient for the campaign:

• up to 79% — the products miss out on some auctions, which means they get fewer impressions and clicks. Increase the budget;
• from 80 to 99% — the budget is sufficient: products participate in most auctions and cover all available traffic;
• 100% — the budget fully covers the available traffic. But this percentage might also mean the products have low rates or the PDPs are not attractive enough. If the campaign doesn’t spend at least 15% of the weekly budget per day, check why this is happening: you might need to increase the rates or work on the PDPs.

How the metric is calculated: we compare the budget a campaign can spend per day with the volume of traffic available to it. We recalculate the metric once a day, so the data may vary depending on the competition.

If the campaign is new or was recently launched, the Sufficiency metric won’t be displayed immediately, as it takes some time to collect all the data needed for metric calculation.