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is it possible that my campaign is spending more than daily budget?
So I have a Google display campaign with a daily budget of USD 5, but for the last 3 days it’s spent an average of USD 13 a day. How is that possible? And more importantly how do I stop it? It’s a client’s account.
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1 Reply
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Most ad platforms can spend more per day (usually up to 100% over) but will not overspend within a billing month, so you should see underspend on some days in the future.
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I’ve had campaigns on YouTube that spent 4-6 times my daily budget ($160-$180 on $35 budget). Google reps swear you will only be charged your average daily budget for the month, but it looks pretty scary when there is like 4 days in a row where it is spending like wild. But in the end, the monthly invoices amount shouldn’t be crazy high.
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In any single given month, you will not be charged more than 30.5x of your daily budget.
Some days will spend more in order to capture impressions/search volume, but you will not be charged more over the course of the month.
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It’s called overdelivery
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Google looks at a month overview rather than a day or week. They can at any point double your max daily budget regardless of which bidding strategy you have, if they feel you have a higher chance at a conversion. It doesn’t always improve results and more times than not it’ll overspend for a few days then nearly tank performance to balance spend and not go over.
No way to prevent this, it’s annoying as hell and clients usually always panic when this happens. I think it’s getting worse and more frequent this year than it had in prior years.
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I’ve seen 50 euro campaigns spend 134 for a week. Display is the worst. 1. Because you pay per click Google doesn’t really know your CTR per creative per site so it can push 10000 impressions and you end up with 35 clicks for 13 instead of 5
2. Why would you do display on that small of budget ? If I were you I’d target a very small whitelist and try to improve metrics for those sites.
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