In a significant change to the way advertisers use AdWords budgets, Google announces your campaigns can now spend by 2x. The notification was sent to advertisers accounts as well as on Twitter, about the change AdWords campaigns are now able to spend up to twice their average daily budget.
According to Google, this change will help advertisers better reach their advertising goals, like clicks and conversions, while noting, this spending is balanced by days when costs are below daily budget.
Furthermore, advertisers won't be charged more than the monthly limit 'ever', says Google, which is "number of days in a month (30.4) multiplied by average daily budget." Basically, "30.4 is the average number of days in a month (365 days in a year / 12 months = 30.417)."
To help you hit your advertising goals, your campaigns can now spend up to twice your average daily budget. https://t.co/TUO08wXnl3— Google AdWords (@adwords) 4 October 2017
"If your ads don't show up much because of low traffic, then, Google will show more ads when traffic's higher." Because, Google now allows "up to 2 times the clicks in a day than the daily budget allows" —which is called "overdelivery."
Furthermore, Google says, "if they end up showing too much ad to the point where advertisers accrue more costs than his daily budget allows for over a billing cycle -- it'll give them a credit for those extra costs." Thus, over a month-long billing cycle, "you won't be charged more than your daily budget would've allowed for over 30.4 days."
Overdelivery credits: "Sometimes we deliver over your monthly budget. In those cases, we'll credit the overdelivery cost back," says Google.
Advertisers can see overdelivery by day from the Reports section in AdWords. By default, data is displayed daily and sorted by served cost. To see certain date range, you can remove "Day" filter and set date range in the upper left of the table.
- Sign in to your AdWords account.
- Click the reporting icon in the upper right corner of your account.
- Select Predefined, then Basic from the drop-down menu.
- Click Overdelivery.
To calculate overdelivery, subtract "Billed cost" from "Served cost." To perform these calculations in bulk, click the download icon in the top right of the report and save as a .csv file.
For more on using new AdWords experience, see here.