One of your clients wants to know why a campaign went over the specified daily budget several days in a row

One of your clients wants to know why a campaign went over the specified daily budget several days in a row

One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the Google Ads system works?

  • Google Ads automatically increases the maximum cost-per-click (CPC) bid to show an ad higher in Google search results
  • Due to changes in traffic, Google Ads allows up to 20% more impressions in a day than the budget specifies
  • To show an ad more often, Google Ads charges more than the average daily budget amount multipled by 30.4
  • Due to changes in traffic, Google Ads allows up to 20% more clicks in a day than the budget specifies. However, in any given month, Google Ads never charges more than the average daily budget amount multiplied by 30.4
One of your clients wants to know why a campaign went over the specified daily budget several days in a row

One of your clients wants to know why a campaign went over the specified daily budget several days in a row

Correct answer is:

  • Due to changes in traffic, Google Ads allows up to 20% more clicks in a day than the budget specifies. However, in any given month, Google Ads never charges more than the average daily budget amount multiplied by 30.4

Explanation: When your ads are shown more often, your total daily cost might be up to 2 times your average daily budget, unless you’re paying for conversions. If you pay for conversions, your daily costs may be more than 2 times your daily budget. However, with all Google Ads campaigns you won’t be charged more than your average daily budget multiplied by the average number of days in a month (30.4).

One of your clients wants to know why a campaign went over the specified daily budget several days in a row

One of your clients wants to know why a campaign went over the specified daily budget several days in a row

Read more here: https://support.google.com/google-ads/answer/2375423

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