Google has published a sentence that is sure to send many advertisers into a state of panic: “Starting October 4, 2017, campaigns will be able to spend up to twice the average daily budget to help you reach your advertising goals.”

While many advertisers will panic, or shout at the top of their lungs that “The Big G” is trying to spend them out of business, however looking at it logically, Google is simply trying to maximise advertisers’ presence when search volume is high.

In reality Google has always stated that it has and can spend over a daily budget if it deems it appropriate to, however this had been capped at 20%.
From today onwards however, should the search volume be particularly high, or the ad auctions be particularly competitive, advertisers with a daily budget of £500 may actually spend £1,000.

Many advertisers should see that even with this increased spend on certain days, throughout the month the overall spend should be leveled out by days that the daily limits aren’t reached. Monthly advertising budgets however are likely to be reached more than ever before.

Those who actively track and monitor daily spend could have a few jittery days if their budget is doubled in terms of spend, however they should find that the amount spent should normalise over the month.

Preventing Over Spend and Delivery
If over delivery and over spend or over delivery is a concern, one work around solution is to set a rule to run every hour to pause a campaign if the daily budget exceeds a set amount. This will automatically prevent it from accumulating any more cost and pauses the campaign.

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