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Google Ads Schedule Bidding Anomaly: Late Night Clicks Exceeding Budget Despite Discounts
I've heavily discounted our late night/early morning Google Ads Schedule to adjust for these low converting after-hours clicks. Despite this Google Ads is bidding amounts that exceed our daily budget for one click.
Campaign Setup
- Ad schedule set to discount bids by 90% for late night and early morning hours (-90%)
- Goal: Significantly reduce the cost of low-converting clicks during these times
Unexpected Outcome
Upon reviewing our campaign performance, I discovered that Google Ads is:
- Bidding on and winning late-night clicks
- Paying up to 124% of our daily budget for each of these late night clicks
This result directly contradict our ad schedule settings and have increased our Ad spend. In response I've now disabled the Ads Schedule for late night and early morning.
Questions
- Why is Google Ads bidding so aggressively on these supposedly "discounted" time slots?
- Could this be a case of click fraud on the part of Google, or am I missing something in my campaign setup?
- Has anyone else experienced similar issues with ad scheduling discount and premiums?
I'll post screenshots if Reddit will let me.
Thank you
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1 Reply
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What bidding strategy are you using?
Ad Scheduling bid adjustments only work with either **Manual CPC** or **Maximise Clicks**. Any other bidding strategy will ignore percentage increases or decreases from the Ad Scheduling section.
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