AdWords Can Double Your Daily Budget – What You Need To Know

You may have seen the tweet from AdWords (and the heated replies) or the discreet notification in the top right-hand corner of your AdWords account, that there have been some changes in your AdWords account today.

“Starting on 4 October 2017, campaigns will be able to spend up to twice the average daily budget to help you reach your advertising goals, like clicks and conversions.”

Whereas previously AdWords would only exceed your daily budget by up to 20% on a given day, this is a huge increase in what they call ‘Over-Delivery’. In theory, you could spend your set monthly budget within the first 15 days of the month, but, of course, this is unlikely to happen. AdWords will look to “even out” the peaks-and-troughs in your daily spend across the course of the month so to hit your overall monthly budget.

What Should I Look Out For?

1. Changing daily budgets

Those who constantly change their daily budgets need to pay close attention. If you have a monthly budget of £1,000 and you set it to be £33.33 per day across a 30 day month, you can sit back and relax and trust Google (well, maybe) to do its thing. However, PPC campaigns – especially the larger ones – are usually never that straight-forward. You may be asked to increase or decrease budgets for external reasons, such as seasonality.
There may be numerous campaigns with numerous shared budgets. Some may be underspending; some may be limited by budget. When you make budget adjustments as the month progresses, there is now an increased danger that, as you try to make up for an underspend in the second half of a month, for example, you will vastly overshoot your monthly budget. The advice here is simple: to keep a close eye on your budgets and perhaps check them more frequently. For those who are really worried about going over-budget, you could create an automated rule to pause the campaigns when they spend a certain amount during the month. A nice little insurance policy, if you will.

2. Monitor campaigns

Watch your AdWords campaigns closely in the last week of the month. Budgets should obviously be checked on a regular basis, but, as you enter the last week of the month, it is a good idea to step up the frequency of the checks. This is a real hot-spot time period for when you might overspend.

3. Daily automated reports

Consider daily automated reports to monitor spend. AdWords Scripts can populate a budget tracker in a Google sheet to take the manual legwork out of monitoring budgets or you can set up daily e-mail alerts from AdWords to keep an eye on your daily spends and monthly totals.

4. Short-term campaigns

If you have a campaign running for a short amount of time say, for just a week or a fortnight or even just for a few days – then be extra mindful of what you actually spend. You may only want to spend a certain amount on a short-lived, flash campaign, but the AdWords system not realising that the campaign won’t be live for a full month, may have other ideas!


If you’re concerned about overspending and would like a tailored solution to manage your PPC budgets, please give us a call.

Written by Mark Bissoni

PPC Specialist