Google AdWords has several limits on the campaign budget – monthly and daily. If in the first case overspending is unacceptable, then exceeding the daily budget in Google AdWords fulfills a certain function.
With the help of the overrun tool, the service is able to balance the activity of an advertising campaign when traffic fluctuations occur for one reason or another. The use of campaign funds throughout the month is aimed at displaying advertising offers in the most successful periods of time and reducing the deductions for displays in those periods when client activity is low.
Why is it possible to exceed the daily budget of Google AdWords?
How many calls and sales will I get by ordering contextual advertising from you?
While monthly costs remain unchanged, Google AdWords daily budget overrun is determined by an increased volume of search traffic. For example, user activity can vary depending on seasonality, location, holidays and weekends.
Reallocation of funds, depending on user activity indicators, allows you to increase the frequency of broadcasting contextual advertising on the most favorable days and reduce it at times when user interest is minimal.
Can the monthly budget be exceeded?
The daily overrun of the Google AdWords advertising budget can reach 100%, but despite this, the monthly planned spend cannot be exceeded. Spending is differentiated in such a way that one day is, for example, 10 dollars, the next 15, then 12. But in a month the total will not exceed 304 dollars. This calculation does not apply to situations where the advertising campaign was interrupted or suspended during the month.
How many calls and sales will I get by ordering contextual advertising from you?
Important! In some cases, the service may exceed the monthly limit, in which case a credit adjustment is made in the account. This means that the overrun occurred, but the advertiser does not have to pay for it. Incoming adjustments are tracked in the personal cabinet of the service.
How to avoid exceeding the daily budget in Google Ads?
If you, like many other advertisers, are interested in the question “how to avoid exceeding the daily budget in AdWords?”, we recommend familiarizing yourself with the following ways:
Lowering the daily budget. Effective method in case of irregular deposit of funds to the account and lack of linkage to total expenses during the month.
Checking and changing the method of displaying contextual advertising. In the tab of the selected campaign “Daily budget” there is a parameter “Display method”. There are two options to choose from: standard and accelerated. In the first case, ads are shown to users evenly throughout the day, in the second – in the shortest possible time. The first method allows you to significantly reduce spending, which entails a decrease in the probability of exceeding;
Reducing the cost of clicks. Exceeding the limits can also be avoided by changing the rates of the advertising campaign downward. In this way, ads will be shown at lower positions, but the number of conversions in the long run will be the same. The cost of a click should not be too low. When adjusting the rates always focus on competitors;
Setting bids in automatic mode. The advantage of automating price setting is that the standard method of displaying ads is set by default;
Using the recommended budget function. When the limit of an advertising campaign is lower than the recommended one, the service assigns the status “Limited by budget” to it. This status is fraught with a decrease in traffic and loss of potential clients. To change the situation, Google offers the user to take advantage of recommendations that increase the effectiveness of the campaign, which indicate how much to change the daily limit, as well as the projected number of clicks and costs. To use this feature you need to go to the campaign with this status, click on the “View budgets” icon, read the proposed optimization options, choose one of them or set your own amount of daily spend;
Use of scripts. This is a certain script of actions aimed at suspending the campaign when the planned expenses are exceeded.
Important! Daily exceeding of limits indicates that the limit for the advertising campaign is set too low and it is desirable to increase it.
Popular Questions
No, GoogleAds allows you to compensate for advertising overspending on a particular day by saving money on other days. This does not affect the maximum amount of spending per month, you will not have to pay anything extra.
Changes in traffic during the day, spending on previous days, and other factors are taken into account. Overspending is usually observed on days when a higher number of conversions and conversions are predicted. The number of days when spending is exceeded usually remains constant.
No, the allocation algorithm is set up in such a way that, taking into account the latest expenses, the budget is constantly optimized and allocated for the whole month (while adjusting to daily traffic changes).
Recalculation takes place on the day of the change in daily expenses. The final amount will be made up of the money already spent before and future changed expenses based on the new settings. For example, if the cost to the company before the 17th of the month (which has 31 days) was $4 per day, and then the user changed the amount to $6, then at the end of the month the maximum cost would be: (4 * 17) + (6 * (31 – 17)) = 152 dollars.
It is not possible to disable this option. Exceeding the daily limit is a built-in Adwords tool that applies to all campaigns and allows you to increase their effectiveness.
No, there is no such function in the AdWords service. But the user can only calculate it. It will be equal to the daily budget multiplied by the average number of days in a month (30.4).
