Question

Hey guys, hope you all are well. I'm trying to get clarity on a certain subject. Through my research, I've seen that Google can spend more than double your daily budget. I also saw a post on here a couple of weeks ago where a gentleman said that Google spent his entire monthly budget in one day. (I think most of this came from the display network and I don't know how his campaign was configured. It could have set a monthly budget or had an automatic bid strategy) So my question. What campaign settings is it possible for Google to spend an entire month's budget in one day? Any info would help. Thank you

Answer 1

Unless he's on display with a pay for conversions pricing, it's unlikely that he was charged more than 2x daily budget. Google can, and does, deliver more than you get billed. He needs to look at his billing, not the performance reporting.  

Answer 2

It is higly unlikely for Google to spend more than double of daily budget. But the spending can be out of control if some placements are not excluded.  

Answer 3

Happens sometimes - has happened with me in display campaigns when budget was low, targeting was broad and a lot of junk traffic came in very quickly. So say for example if the keyword is “cars” as a broad term and budget is $10 and cpc bid is $1 - then you will end up getting 20-30 clicks and spend would be twice or thrice of your daily cap. Always start low and scale  

Answer 4

There is a difference between "billed cost" and the over inflated numbers of "served cost", you have to report on served because it served that even if u only pay 2x. Ie, you can see served cost be 900 or so on a daily budget of 30 dollars but at most you're only charged for 60 dollars but your campaign view will show 900 in cost because it's served cost not billed cost