We noticed that in September

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Before we get to that, though, a quick refresher on exactly what changed… What Changed with Your Google Ads Budget (Recap) Simply put, Google made a big change to what they call “overdelivery.” Overdelivery is a term that references Google’s ability to exceed your stated daily budget in an effort to put your ads in front of more eyeballs (and, you know, make a little extra bread). The policy has been in place for some time now, though earlier instances only allowed Google to exceed your daily budget by 20%. The change, which sent many SEMs into a tizzy, allowed the search giant to exceed your budget by 100%, theoretically doubling your ad spend on a daily basis.

Adwords change to daily budget Now, this did not mean that Google was going to Benin WhatsApp Number put you out of business by doubling your desired budget every day. At all. It simply meant that, on days where traffic was high, you could see your costs increase up to 100% per campaign. This change, however, is counteracted on slower days, when ad spend can be substantially lower. Google’s goal is to get you to hit your “monthly charge limit,” which it defines as the average number of days in a month—30.4—multiplied by your average daily budget; that’s hit, not exceed. Some people freaked out. We told you not to panic. Here’s what we’ve seen so far. Our Findings(before the overdelivery change occurred), 3.39% of the campaigns in our MCC exceeded their daily budgets at least once over the course of the month. That’s our baseline.







adwords budget overdelivery changes followup Interestingly enough, after the change we actually saw fewer campaigns exceed their stated budgets on any given day: October – 3.20% of campaigns spent over budget at least once November – 3.42% of campaigns spent over budget at least once December – 2.73% of campaigns spent over budget at least once Even if one of your campaigns happened to fall into the sliver that did exceed budget at some point in Q4 (our aggregate for the three-month period was a mere 3.12%), it could not have possibly done so with enough frequency that your advertising performance or bottom line was impacted.