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.