Time-in-Budget Diagnostic (Budget vs. Bid Adjustment Decision)

Amazon's Budgets tab (Campaign Manager) reports "average time in budget" per campaign — how much of the day the campaign actually spent before running out. Read alongside ACoS, this tells you which lever to pull:

Low time-in-budget + low ACoS — the campaign is profitable but running out of budget before the day ends. Raise the budget; there's efficient spend being left on the table.
100% time-in-budget + low ACoS — the campaign runs all day without exhausting budget and is still profitable. Budget isn't the constraint; raise bids instead to capture more of the available (profitable) auction volume.

This is the diagnostic that motivates Bid Management as the Real Spend-Control Lever, Not Budget Caps: budget is only the right thing to adjust when time-in-budget is low, and in a well-bid account that's the less common case.

ACOS Cross-Reference

Budget utilization only tells half the story — pair it with ACOS to decide whether to move budget or bids:

Near-100% utilization + good ACOS → raise the daily budget; money is being left on the table because the campaign runs out of budget while still profitable.
Low utilization + mediocre ACOS → raise bids, not budget; the campaign isn't spending its budget because bids aren't competitive enough to win auctions, not because it lacks budget headroom.

Reading utilization without ACOS (or vice versa) leads to the wrong lever getting pulled — e.g. raising budget on a campaign that's actually bid-constrained.

Cross-Check with ACOS

Budget utilization near 100% isn't read on its own — it's cross-checked against ACOS. Utilization at or near 100% paired with a good ACOS is the signal to increase budget: the campaign spends everything it's given and does so profitably. But utilization that stays well below 100% paired with a mediocre ACOS gets reframed as a bidding problem, not a budget problem — bids aren't aggressive enough to win the auction and spend what's already available, so the fix is raising bids, not raising budget.

Из тем: PPC Optimization, Analytics & Advanced Targeting