Ad budget, balance and billing

Add funds

Admins and advertisers on an ad account can add funds. Analysts cannot.

1. 1Open the Ads Manager and choose Add funds at the top, or open Billing.
2. 2Tap one of the suggested amounts (₹500, ₹1,000, ₹2,000, ₹5,000 or ₹10,000), or type any whole amount from ₹100 to ₹5,00,000 in Amount (₹).
3. 3Choose Add ₹ with your amount.
4. 4Pay in the Razorpay window. See How to pay for the ways you can pay.

The balance goes up as soon as the payment is confirmed, and your ads can spend it straight away. Ads that had stopped with No funds start again by themselves.

Money you do not spend stays in the ad account. The Add funds screen says that funds are not refundable once they have been spent on ads.

If Sikhami has put an ad account on hold, no funds can be added to it.

How you are charged

Ads are sold in an auction, not at a fixed price. Each time there is a place for an ad, Sikhami compares the ads that may be shown to that person. It looks at each ad set's bid, how likely the person is to respond, and the ad's quality ranking. The winner pays just enough to beat the next ad, or the reserve price when no other ad is competing, and never more than its own bid.

• Paying for impressions (the usual way): each time your ad is on screen, the price the auction set for it is taken from the balance. An impression counts when at least half of the ad has been on screen for one second.
• Paying for link clicks (CPC): you can choose this when the ad set's performance goal is Link clicks. You then pay only when somebody taps the ad, and impressions cost nothing.
• You are never charged more than 3 times a day for the same ad being shown to the same person, and never for views by people on your own ad account.
• Sikhami never takes more than what is in your balance.

To bid, choose a Bid strategy in the ad set: Highest volume, Cost per result goal or Bid cap. They are explained in Create an ad campaign.

Budgets and pacing

• A Daily budget is the most an ad set (or a campaign with a campaign budget) spends in a day. The smallest is ₹50. It is spent evenly through the day, by Indian time, so it lasts into the evening.
• A Lifetime budget is one amount for the whole run, at least ₹50 for each day. It is spread evenly between the start and end dates.
• You are not charged your budget up front. You pay only for what the auction delivers.
• Your ads stop for the day when the daily budget is spent, and stop completely when the balance reaches ₹0, whichever comes first.

To see how much of today's budget is spent, select a campaign or ad set on the Campaigns screen and look at Budget pacing in the results panel. The mark on the bar shows how much even pacing allows by now.

Account spending limit

An admin can set a limit on the account's total spending, for all time. Once total spend reaches it, every ad in the account stops, whatever the balance. This is useful when several people run ads from one account.

1. 1Open Billing in the Ads Manager.
2. 2Under Account spending limit, type the amount in Limit (₹).
3. 3Choose Save limit. To take it away, choose Remove limit.

A bar shows how much of the limit has been spent. When the limit is reached, ads show the status Account spending limit reached. Raise or remove the limit to start them again.

Low balance alerts

When the balance falls below ₹100, admins and advertisers on the account get an Ad balance low notification, at most once a day. The Billing page also shows Running low. Add funds before the balance reaches ₹0 so your ads do not stop.

Transactions and invoices

Billing shows the Balance, the amount Spent, all time and the amount Added, all time, and a list of Transactions with the date, what it was, the amount and the balance after it.

Every top-up has an invoice. The person who paid finds it in My orders under Payments: choose Invoice next to the payment, then Print / save PDF. See Invoices and receipts.

Admins can store the account's billing details (legal name, GSTIN, billing address, state, billing email and phone) under Billing details in the Ads Manager's Settings.

Your ad balance is not Sikhami Credits

Sikhami Credits, on the Credits page, are referral credits that unlock downloads of paid notes. They are separate from your ad balance and cannot be used to pay for ads. Ad balance can only be added by paying, as described above. See Sikhami Credits.

Questions