广告组合预算

使用广告组合预算上限来设置和管理一组广告活动的支出,并帮助确保广告组合中广告活动的总支出不超过您设定的预算。

使用预算上限,您可以控制广告组合是否以及何时停止支出,以及广告组合中的广告活动是否以及何时停止投放。预算上限是指您广告组合中的所有广告活动在预算日期范围或月份(如果您设置了定期月度预算上限)的最大支出。达到预算上限后,广告组合中的所有广告活动都将停止开展。

到月末或在您选定的日期范围内,您的费用不会超过您为该期间设置的预算。我们将针对任何超额投放调整您的发票,并且向您收取的费用不会超过您设置的广告组合预算。我们会在广告活动或广告组合级别发放超额投放赠送金额,因此,如果您的发票在广告活动级别进行了调整,您也不会在广告组合级别收到赠送金额。

如果您在中期增加广告组合预算,且花费少于新预算,我们将应用新预算。如果您减少广告组合预算,且广告组合已花费了新的预算金额,则广告组合中的广告活动将停止开展,并且您不会收到超额投放赠送金额。例如,如果您将广告组合预算从 $1000 更改为 $500,而广告组合已花费 $800,那么您在这段时间需要支付 $800。

广告组合有三种可用的预算上限选项:

无预算上限

默认情况下,广告组合预算设置为无预算上限。此设置允许您广告组合中的广告活动继续支出,直到这些单独的广告活动预算投入使用。

定期月度预算上限

此选项允许您为广告组合设置定期月度预算,该预算将在每个月的第一天重置。如果您在月中设置定期月度预算选项,我们将考虑当月的全部金额,并扣除该月已支出的金额。您将看到一条消息,显示该月已在广告组合中支出的金额。

日期范围预算上限

此选项允许您为预算上限选择特定的日期范围。在日期范围结束时,如果您的广告活动未投放,您可以延长结束日期以继续投放。如果广告组合预算上限的日期范围早于广告活动结束日期,则在达到广告组合结束日期时,该广告组合中的广告活动将暂停。要了解如何编辑广告组合设置,请转到编辑广告组合。

注意: 广告组合级别预算上限会覆盖广告活动级别预算上限。如果广告组合预算耗尽,则与该广告组合关联的所有广告活动都将暂停,甚至包括还有预算的广告活动。例如,如果广告活动 A 的生命周期预算为 $500,广告活动 B 的生命周期预算为 $500,广告组合预算为 $750。当两个广告活动的总支出达到 $750 的广告组合预算时,广告组合中的广告活动将暂停。如果广告活动 A 达到其 $500 的生命周期预算,广告活动 B 将花费 $250,直到达到广告组合的预算。

为了帮助在不超过广告组合预算上限的情况下发挥支出的最大效用,我们建议您为效果最佳的广告活动设置高于广告组合预算的预算。

如果您已达到广告组合的预算上限,但想要继续投放广告活动,可以增加总预算和延长日期范围,或删除预算上限。做出上述任一项调整后,您的广告活动将再次投放。

广告组合账单

在每个账单报表中,您的广告组合总支出将显示在顶部,然后是每个广告组合的详细广告活动级别支出。

账单页面进行了细分,可以帮助您了解在账单周期内某个品牌、业务线或季节支出的金额。账单明细将反映开具发票时的广告组合对应关系。当向您的信用卡收费时,亚马逊会累计每个广告组合中每个广告活动的支出。

如果您未将广告活动分组到广告组合中,则发票将列出广告活动级别支出。您可以通过转到报告选项卡中付款下的广告发票来访问账单页面。


 亚马逊官网原文详情:

Portfolio budgets

Use portfolio budget caps to set and manage your spending for a group of campaigns and help ensure that the total spend of campaigns in your portfolio does not exceed your set budget.

Budget caps allow you to control if and when your portfolio will stop spending, and the campaigns within the portfolio will stop delivering. Budget caps are the maximum spend by all campaigns in your portfolio for the budget date range or month, if you've set a monthly recurring cap. When the budget cap is reached, all campaigns in the portfolio will stop delivering.

At the end of the month or your selected date range, you will not be charged more than the budget you’ve set for that period. We’ll adjust your invoice for any over-delivery, and won’t charge you for any amount in excess of the portfolio budget you’ve set. We credit back over-delivery either at the campaign or portfolio level, so if your invoice is adjusted at the campaign level, you won’t receive a credit at the portfolio level as well.

If you increase your portfolio budget in the middle of the period, and you’ve spent less than your new budget, we will apply the new budget. If you reduce your portfolio budget and your portfolio has already spent the new budget amount, the campaigns in the portfolio will stop delivering and there will be no over-delivery credit. For example, if you change your portfolio budget from $1000 to $500, and your portfolio has already spent $800, then you will be charged $800 for that period.

There are three available budget cap options for portfolios:

No budget cap

By default, the portfolio budget is set to No budget cap. This setting allows the campaigns in your portfolio to continue spending until those individual campaign budgets have been used.

Recurring monthly budget cap

This option allows you to set a recurring monthly budget for your portfolio that will reset the first day of each month. If you set the monthly recurring option in the middle of the month, we will consider the full amount for the current month and deduct the amount already spent for that month. You will see a message showing you the amount already spent in the portfolio for that month.

Date range budget cap

This option allows you to select a specific date range for your budget cap. At the end of the date range, if your campaigns are not delivering, you can extend the end date to continue delivering. If the date range for your portfolio budget cap is earlier than the campaign end date, your campaigns inside that portfolio will pause when the portfolio end date is reached. To learn how to edit your portfolio settings, go to Edit your portfolios.

Note: Portfolio level budget caps override campaign level budget caps. If a portfolio budget is exhausted, all campaigns associated with that portfolio will be paused, even campaigns that still have budget remaining. For example, if campaign A has a lifetime budget of $500 and campaign B has a lifetime budget of $500 and the portfolio budget is $750. When the summed spend of both campaigns reaches the $750 portfolio budgets, the campaigns in the portfolio will be paused. If campaign A has reaches its lifetime budget of $500, campaign B will spend $250 until it reaches the portfolio’s budget.

To help maximize your spend without exceeding your portfolio's budget cap, we recommend that you set a higher budget for your best performing campaigns than your portfolio's budget.

If you've met your portfolio's budget cap and you want to resume your campaigns, you can increase the total budget and date range or remove the budget cap. Once you’ve made one of these adjustments, your campaigns will start delivering again.

Portfolio billing

Within each billing statement, your aggregated portfolio spend will be shown at the top, followed by detailed campaign-level spend for each portfolio.

The Billing page is broken down to help you understand how much was spent on a brand, business line or season during the billing cycle. Billing details will reflect the portfolio mapping at the time the invoice is issued. When your credit card is charged, Amazon accumulates spend for each campaign within each portfolio.

If you don't group your campaigns into portfolios, the invoices will be a list of campaign-level spend. You can access the billing pages by going to Advertising Invoices under Payments in the Reports tab.

 文章来源:亚马逊官方网站