Google has made a significant change to the way AdWords budgets can be used, and the advertising community is not the least bit happy.
Campaigns are now able to spend up to twice their average daily budget. The means on high traffic days, costs could soar as high as double the budget you have set.
Google says this change is being made to help advertisers better reach their goals, while noting it’s balanced by days when costs are below budget.
To help you hit your advertising goals, your campaigns can now spend up to twice your average daily budget. https://t.co/TUO08wXnl3
— Google AdWords (@adwords) October 4, 2017
Advertisers will not ever be charged more than their monthly limit, which is the number of days in a month multiplied by your average daily budget.
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