Microsoft has tweaked the monthly budgeting settings in adCenter to spread a campaign’s impressions more evenly across a month. It uses a metric it calls Average Participation Rate (Average PR) to rate how likely it is for an ad to be displayed during the month, which tells the system whether to show the ad or hold off for the next occurrence of the keyword. When a marketer’s budget begins to be exceeded, the system will stop showing the ads, to ensure ads are evenly distributed throughout the month.
To prevent adCenter from slowing down exposures, advertisers can either up their spending level or change campaign settings to set the budget to “Spend until depleted,” which will use up the monthly budget as activity demands.