Budgets

Budgets define how much you want to spend on your campaigns and help control delivery across specific time periods. In the platform, you can set budgets on a daily, weekly, monthly or Custom basis depending on your goals and pacing needs.

The budget frequency you set at the campaign level (daily, weekly, monthly, or custom) automatically applies to all ad groups within that campaign. While individual ad groups can have different budget amounts, their combined total must align with the overall campaign budget.

Daily Budget

• Spend limit is applied per calendar day

• Resets at 12:00 AM ET each day

• Useful for consistent daily pacing and spend control

Weekly Budget

• Total spend limit applies across Monday through Sunday

• Resets at 12:00 AM ET every Monday

Monthly Budget

• Covers the entire calendar month

• Resets at 12:00 AM ET on the 1st of each month

Custom Budget

• Covers between the Start and End Date

• Does not reset

⏱ Budget Reset Timing Summary

Pacing

Pacing determines how your budget is spent when advertising opportunities become available. Choosing the right pacing strategy can impact how long your campaign runs, when your ads show, and how consistently your budget is spent across the campaign’s life.

There are three pacing options in Kohl’s Media Network:

1. Even Pacing

Even pacing spreads your budget consistently across each day and evenly throughout the day.

• Budget is distributed evenly across every hour of every active campaign day

• Aims to deliver steady impressions and clicks

• Promotes predictability and sustained presence

Best For: Brands looking to maintain consistent visibility across the entire campaign period.

2. ASAP Pacing

ASAP pacing spends your budget as quickly as possible, starting immediately when eligible inventory is available.

• No daily throttling — the platform bids aggressively on every opportunity until the budget is depleted

• Campaigns may end early if the budget is spent quickly

Best For: Short-term campaigns or urgent initiatives where the goal is to maximize exposure quickly — think flash sales, new product drops, or limited-time offers.

3. Accelerated Pacing

Accelerated pacing blends the consistency of Even pacing with the responsiveness of ASAP.

• Budget is distributed across the budget period

• Spend adjusts based on peak demand windows, allowing for some flexibility

• Can lead to uneven spend depending on opportunity availability

Best For: Campaigns where increased delivery during high-demand periods is valuable, but you still want to stay active throughout the flight.

Tips for Success

• Even is your safest bet for consistent delivery and full-flight presence.

• Use ASAP only when you’re comfortable with early budget exhaustion.

• Accelerated works well when you expect surges in shopping activity during the campaign period.