Sometimes the daily budget gets mixed up with the Maximize Sales Goal with a daily cost limit or the other way around. I will explain exactly how they are different from each other using a practical example.
The example is based on Amazon Sellers Central, but the dynamic works in the same way in Amazon Vendor Central and other platforms: eBay Ads, Walmart Connect, Google Ads and Microsoft Bing Ads.
Daily budget and Maximize Sales Goal with a daily cost limit both relate to daily spending, but they operate on different levels and inside different systems.
Understanding how they interact is crucial if you want Adspert to allocate your budget efficiently. This guide explains the exact difference and illustrates it with a practical analogies.
1. Definitions
Daily Budget:
A per-campaign spending limit set in your advertising platform (Amazon, Walmart Connect, Google, eBay, Microsoft).
It defines the amount the platform is allowed to spend on that specific campaign per day.
Maximize Sales Goal with a Daily Cost Limit:
A target spend for an entire Performance Group inside Adspert.
Adspert distributes this target spend across all active campaigns in the group to maximize performance — as long as the total stays within the daily cost limit.
In short:
Daily Budget → campaign-level limit (platform-side)
Maximize Sales Goal with a Daily Cost Limit → Performance Group target (Adspert-side)
Even though the daily budget in your advertising platform can be set very high without affecting Adspert’s daily cost limit, it is still important to keep these budgets realistic. A daily budget that is set far above the actual expected spend can reduce your cost control because the advertising platform may still spend more due to its own bidding logic, auction dynamics, or temporary spikes in impressions. Keeping budgets aligned with plausible spend levels helps prevent unwanted overspend on the platform side and ensures that Adspert can manage your costs within stable and predictable boundaries.
2. Supermarket Analogy Example: Target Spend vs Maximum Available Money
Imagine you go to the supermarket.
You have €100 in your pocket. But you decide:
"Even though I could spend €100, today I only want to spend €50."
So:
€100 = your daily budget (maximum possible spend)
€50 = your daily cost limit (what you aim to spend)
The items you buy = your campaigns
Inside your €50 target, you want to get the maximum value.
So you distribute the €50:
Vegetables → €20
Pasta → €15
Chocolate → €10
Spices → €5
Total = €50.
This mirrors Adspert’s job:
Distribute the Maximize Sales Goal with a daily cost limitamong campaigns based on performance, not equally.
Dynamic Distribution Example
If chocolate suddenly offers the best “value per euro,” you might adjust to:
Vegetables → €18
Pasta → €14
Chocolate → €15 ← (better performance!)
Spices → €3
Still €50 total — but the internal allocation changes.
What If Chocolate Could Use Even More?
If the optimal allocation would be €20 for chocolate, but you limited chocolate to €15 in your “internal budget”:
→ You hit a budget conflict.
→ You either increase the chocolate limit or accept that you won’t get optimal value.
This is the exact situation Adspert faces when a campaign’s daily budget in the advertising platform is too low.
3. When a Daily Budget Blocks Performance
Suppose:
Daily budget in Amazon = €400 for “campaign XY”
Adspert sees optimal spend would be €510
But Adspert cannot exceed the platform limit
This is a daily budget conflict.
Adspert will:
Notify you
Generate a budget suggestion
Wait for your decision
Adspert will never override your Amazon/Walmart/Google/eBay/Microsoft settings.
4. Budget Suggestions in Adspert
This shows exactly whether the platform budget is limiting your performance.
You can find them via:
Reports → Budget Suggestions
For each campaign, you'll see:
Current daily budget (platform)
Adspert’s proposed budget
Estimated optimal target spend
7-day average cost
Budget usage ratio
Coverage rate
If Adspert detects that increasing a campaign’s daily budget would improve results, it will display a recommendation inside the Performance Group.
If you need more explanation on the budget suggestion please have a look into this article.
5. If You Decide to Apply the Budget Suggestion
Open your advertising platform
Select the campaign.
Increase its daily budget to the recommended value.
For platforms such as Amazon and Walmart you can submit budget values directly from Adspert, please see this article further information
The Performance Group Maximize Sales Goal with a daily cost limit does not change.
Only Adspert’s freedom to distribute spend improves.