Limited by budget: when to raise it, and when not to.

Where it shows: in the Status column of the campaigns table.

• A daily budget lower than what the campaign's searches would spend.
• Bids or targets that push the cost per click up, so the same budget buys fewer clicks.
• Broad keywords or wide locations that take spend on searches worth little.
• A shared budget where another campaign takes most of the money.

1. Check whether the campaign is profitable at its current cost per conversion.
2. If it is, read the impression share lost to budget and raise the budget in steps.
3. If it is not, cut the waste first: search terms that never convert, places and hours that do not pay.
4. On a shared budget, see which campaign takes the money and whether it should.

The status clears once the budget covers the searches, often within a day.

Watch cost per conversion for two weeks after a raise: the extra clicks are usually a little dearer than the first ones.

Read the impression share lost to budget every week on the campaigns that make money.

Set each budget from what the campaign earns at its cost per conversion, not from last year's figure.

Oppy runs these every week, so the status is found early.

• A campaign that runs out of budget most days: A campaign that runs out of budget on most days it runs: a budget decided once and never revisited.
• A shared budget hiding which campaign is capped: Inside a shared budget, a campaign's limit is whatever the others left, so its impression share lost to budget also depends on the other campaigns.

• Limited by budget
• Lost impression share
• Shared budget