The significant change in the way of using Adwords budget has left advertisers in an unhappy state.
According to Google’s latest changes in Adwords management, campaigns are now able to spend up to twice their average daily budget. This is a serious situation for advertisers in keeping the Adwords Ad budget in control as this change means that on high traffic days, costs could soar as high as double the budget you have set.
As per Google:
“Starting October 4, 2017, campaigns will be able to spend up to twice the average daily budget to help you reach your advertising goals.”
What Does This Mean?
Effective October 4, Google can double the amount of money you’ve said you want to spend per day on a given campaign. So, if a campaign in your account has a budget of $150, Google can decide to spend up to $300. Note that this change affects all budgets, whether they are unique to a campaign or if they are shared.
This process is called overdelivery.
On days with lots of high-quality traffic, ad costs could be up to 2 times of daily budget. This spending is adjusted by days when ad spend is below daily budget.
Advertisers won’t be charged more than their monthly charging limit: the average number of days in a month (30.4) multiplied by their average daily budget.
Why Advertisers Are Unhappy?
This change by Google will in no way affect the monthly spend. However, the advertisers are unhappy with the fact that they may spend their monthly budget earlier. According to Google, this change will enable advertisers reach their goals more reliably.