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Microsoft Advertising | Manage ads | Bid strategies
Setting and adjusting bidding approaches to maximize ad visibility and performance
Hi Ajay,
Thank you for reaching out to Microsoft Advertising Support!
I understand you are viewing a “Is lost due to budget” impression share – I am here to help! There are actually two reasons for this specific impression share status.
- Campaign out of budget
- Limited by budget
Being that your campaign is not out of budget, this can lead me to believe that your ads are limited by the set budget. To be one hundred percent sure, please check your Ad Delivery status, located by hovering over the ellipses in the Delivery column. Below, I have provided a visual for locating the Ad Delivery status.
Simply put, the “Limited by budget” status occurs to protect your budget from overspending. This can occur when your bids are close to your daily budget, causing a bid to budget ratio issue or this can occur when your keywords/ads may be spending faster than expected and the system needs to restrict serving to ensure your budget is not overspent. For more information on the “Limited by budget” status, please review our detailed help article on Delivery Statuses (specifically the “Limited by budget” drop-down) and our help article on What you can do to change Limited or Out of Budget delivery status.
I hope this information is helpful and insightful! Should you have any questions or concerns, please do not hesitate to let me know!
Sincerely,