Oh dear, Google are at it once again. As of October 4th, 2017, Google have changed the way your AdWords campaigns spend their budget.
From the Google Support Website
Starting October 4, 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.
On days with lots of high quality traffic, your costs could be up to 2 times your daily budget. This spending is balanced by days when your spend is below your daily budget.
Keep in mind, you won’t be charged more than your monthly charging limit: the average number of days in a month (30.4) multiplied by your average daily budget.
What does this mean for me?
In layman terms, it means that your daily budget is no longer a “hard” limit. If you don’t hit your daily limit one day, the next day will have the full daily budget + the remainder of the previous days.
In essence, these changes mean that Google is making your daily budget, in fact, a monthly budget.
Be mindful of your budgets!
As these changes have just come into effect, we’re monitoring these changes closely. We suggest that you keep a close eye on your budgets over the next few weeks to ensure you’re not spending more than you originally desired – as this will definitely cause an increased ad spend for most campaigns!
Read more from Google’s Support Site