Costs might exceed / understanding charges Flashcards
Why costs might exceed your average daily budget
AdWords helps you maximize your
return on investment (ROI) by showing your ads more often on days when Search traffic is higher.
When your ads are shown more often, your total daily cost might be up to
up to 20% more than your average daily budget. However, you won’t be charged more than your average daily budget multiplied by the average number of days in a month (30.4).
Why campaigns might cost more than their daily budget
If you’ve noticed that the total daily cost of your campaign is more than your daily budget amount, that means your campaign is spending more of your budget on days with higher
higher Search traffic and less on days with lower traffic. Search traffic can fluctuate for several reasons: whether it’s the weekend or weekday, or due to seasonality and holidays.
Why campaigns might cost more than their daily budget
Dipping into your daily budget for other days in the month helps to optimize the performance of your campaigns and helps make sure that your ads can run a little more on
on days when they’re very popular.
How you’re charged when campaigns exceed their daily budget
Up to 120% of your campaign’s daily budget can be used to show your ads on certain days of the week or certain times of the month based on fluctuations in traffic — but not more than you spend on your
on your campaigns each month.
Common Questions
Charges don’t happen once a month or at the end of the month. They happen throughout the month, and are based primarily on
on thresholds – or the set amount of costs that your account reaches. This amount triggers a charge, so it means you might be charged more than once in a month.
For example, if your threshold is $50, you’ll be charged every time that your costs reach $50. So if your costs total $150 in a month, you’ll be charged $50 three times (3 x 50 = 150).
This rarely happens, but if you see two identical charges from Google AdWords on your credit card or bank statement, there might be two reasons:
- Authorization request
- Double charge: An error can cause a double charge, which means your account is billed twice for the same amount, and neither charge is marked as pending on your statement.
Manage a shared budget across campaigns
In AdWords, you can assign a daily budget to each individual campaign, or use
or use shared budgets to allocate budget across multiple campaigns
Manage a shared budget across campaigns
When a shared budget is in use, AdWords can automatically adjust how budget is allocated across different campaigns to help you improve your
return-on-investment.
