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Budget rules

Budget rules

Budget rules allow you to set rules to increase daily budgets based on shopping events and campaign performance.

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There are 2 types of budget rules that you can select from:

  • Schedule-based rules allow you to set budgets based on special events (example: Prime Day) or custom date ranges or time periods. You can also apply schedule-based budget rules around promotional events.

    The rule will increase the campaign budget by the percentage you specify during the time and date range you set in the rule or during the special event selected.

    We’ll recommend events based on the products in your campaign when we anticipate more demand and a need for an increased budget. If you remove or update products from a campaign, we won't remove the rule, but the recommendations might change.

  • Performance-based rules allow you to set rules to increase your Sponsored Products, Sponsored Brands, and Sponsored Display campaign budgets only when your campaigns meet a certain performance threshold using campaign performance metrics such as advertising cost of sales (ACOS), click-through rate (CTR), and conversion rate (CVR). We calculate these metrics using data from the previous 7 days. Campaigns must have a minimum daily budget of INR 300 to use performance-based rules.

Tip: Use budget rules to ensure that your high-performing Sponsored Products, Sponsored Brands, and Sponsored Display campaigns don’t run out of budget, and to plan campaign budgets for holidays and sales events in advance.

How budget rules work

  • Daily Review: Active budget rules are reviewed daily to determine the next day's budget. Learn about budget rule status and what each review status indicates.
  • Rule Application: If conditions are met, the budget for the following day is increased by the specified amount or percentage. If conditions are not met, the standard daily budget applies.
  • Multiple Rules: You can set multiple rules per campaign. If more than one rule meets the conditions, all applicable increases are cumulatively applied to the daily budget.

Campaign RulesROASDaily budget increase
Running shoes for Q4Increase budget by 20% with no end date if ROAS is greater than 5 (performance rule)4140%
Increase budget by 40% with no end date if ROAS is greater than 3 (performance rule)
Increase budget by 100% on November 27 (Black Friday, schedule rule)

This includes a 40% increase from the performance rule whose conditions were met, and 100% increase from the scheduled rule. Note that the 20% performance rule wasn't applied because its condition wasn't met.

CampaignRuleBudget increase
Running shoes for Q4Increase budget by 50% on November 2750% increase from 12:00AM to 5:00PM
Increase budget by 25% between 5:00PM and 9:00PM with no end dateAn additional 25% from the scheduled rule with hours of day increase for a total of 75%

At 9:00PM the increase goes back to 50%.

Special events

For special events, when setting up a rule, you can choose Events, then click the Dropdown Arrow Icon Dropdown arrow to see the list of recommended promotional events. Once you select an event from the drop-down menu, complete all of the requirements, then click Add budget rule.

Please note that not all events will be available in the drop-down menu. You can view the retail holiday calendar for the full list of events. You can also view the guide to advertising for international events.

Tip: Apply a schedule based bid rule to ensure that your campaign can win placements during the high-impact times of day that you set hourly budget rules for. Note: Hours of day scheduling for budget rules is currently only available in the US, CA, UK, IN, and JP marketplace.

Learn how to create budget rules for Sponsored ads campaigns.