Google has announced a change to the way budgets are dealt with on AdWords.
In a tweet, Google said campaigns will now be able to spend up to twice the average daily budget.
This means that on days with “lots of high quality traffic”, costs could be up to twice your daily limit.
Google said this spending would then be balanced by days when your spend is below your daily budget.
AdWords users won’t be charged more than their monthly charging limit, however – the average number of days in a month (30.4) multiplied by your average daily limit.
Saying the change was “to help you reach your advertising goals, like clicks and conversions”, the reaction to the update has not been positive.
Seriously?! So if you do this…I could theoretically be out of ad budget by the 15th of a month? WTAF guys? This is not helpful.
— Michelle M (@michellemsem) October 4, 2017
We set budgets for A REASON. Do not make us guess what that figure should be. And what “goals” are you referring to exactly?
— Julie F Bacchini (@NeptuneMoon) October 4, 2017
It’s unbelievable that this is mandatory and not an option #ppcchat
— Tad Miller (@jstatad) October 4, 2017
The change came into effect on 4th October 2017 – read more here.