When setting up a new campaign, Twitter Ads offers two timeframe choices:
- Start immediately and run continuously. This is the default setting and means your campaign will run until you (a) your campaign budget is reached or (b) you stop the campaign manually.
- Set start and end dates. If you choose this option, your campaign will only run during the time range you specify.
The first option is useful for “always-on” campaigns, and the second is great for campaigns looking to target a specific event, such as a limited time offer, event, or season.
You can set your campaign dates according to your advertising goals and update them at any time by clicking “Edit Campaign”. It’s good practice to always set campaign total budgets and campaign end dates to avoid unintended charges.
There are at least two budget fields in every campaign: "Total Budget" and "Daily Maximum".
- Total Budget. This is the total amount you want to dedicate to this campaign. The campaign will never spend more than this number. It’s not required to set a total budget when setting up a campaign.
- Daily Maximum. This is the amount you want your campaign to spend per day. We’ll automatically stop showing your ads when this number is reached each day, and daily budgets reset each day at midnight. Daily maximum is a required field for every campaign.
Total budget and daily maximum allow you to control how much your campaigns spend on Twitter Ads. You can update these fields at any time by clicking “Edit Campaign”.
If you’re using multiple ad groups, you can also set ad group total budget and daily maximums, which will apply to the ad group within your campaign. Keep in mind that campaign-level total budget and daily maximums will be honored above ad group budgets.
For more info about setting your budget, read our bidding and auctions FAQ page.
When setting up your campaign, you can choose between two pacing options, which indicate how you want your daily budgets spent:
- Standard Delivery. Pace your daily budget to spend evenly over the course of the day.
- Accelerated Delivery. Spend your daily budget as fast as possible.
Standard delivery is the default pacing option and attempts to smooth your campaign’s spend over the course of the day while still spending your full daily budget.
We recommend accelerated delivery for time-sensitive campaigns attempting to deliver during specific events such as live TV shows and sporting events.
How do budgets work with ad groups?
Campaign-level total budget and daily maximums will be honored above ad group budgets.
For example, if you have a campaign set up in the following way:
- Campaign level:
- Total budget: $5000
- Daily maximum: $100
- Ad Group 1:
The daily maximum budget of the campaign level would be honored at $100. In this scenario, Ad Group 1 and Ad Group 2 would both automatically stop serving when they have spent $100 combined.
Why did my campaign not spend evenly throughout the day?
When a campaign is first created, it's set up with standard pacing by default. This type of pacing aims to show your ads as evenly as possible over the course of the day. However, standard pacing is not perfect, as it must balance smoothing alongside serving your entire daily budget. Because of this, you might see more spend during certain hours of the day where people are more likely to interact with your ads.
At this time, advertisers cannot choose specifically the time of the day their ads serve, however, our serving algorithms are set to maximize the chance of your campaign's success.
What should I set my bid and/or daily budget at?
When you create or edit a campaign, a suggested bid will appear next to the maximum bid when you enter a campaign budget, daily budget, and campaign start/end dates. If you change your campaign budget or daily budget, the suggested bid will update accordingly. Until you enter a maximum bid yourself, the maximum bid will automatically be filled in with the mid-point of the bid guidance.
Learn more about bids and budgets.