Google Ads "Flexible" Change to Daily Budgets
When you log into Google Ads you might see the following notification:
Clicking on Learn More will bring you to the following details:
What It Means for PPC Managers
Remember when Google Ads made changes to exact match targeting to include “close variants” on your behalf? Google is taking liberties with your clients’ money, again. Why? Because, well, they can.
Effective immediately (October 4, 2017), your Google Ads daily budgets can spend up to double your specified daily budget. You may have already noticed ad groups spending beyond your set budget limit.
Naturally, Twitter had a few things to say about the update:
Google notes the potential now exists for any campaign to exceed its daily budget, although its spend may not exceed the "monthly charging limit." The monthly charging limit is calculated by multiplying the campaign's average daily budget by the average days in a month (30.4).
In short, you can’t rely on daily budgets as thresholds to cap ad spend.
To ensure your clients are being fairly credited, you can check Google Ads for over-delivery and demand your money back if you find Google has been overzealous.
Take back control of your Google Ad Spend with Shape.
Shape is a powerful ad budget monitoring and optimization tool. We track daily Google Ads spend (along with other platforms) and provide suggestions to help you stay within budget:
We also recently launched AutoPilot Daily. AutoPilot Daily keeps Google from spending 2x your daily budget. Learn more about how it works by ensuring your daily budgets are strictly adhered to across Google, Bing, Facebook, and more.
Create your account now to stop crazy daily ad spend fluctuations.