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One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the AdWords system works?

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One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the AdWords system works?

Answer:

  • Due to changes in traffic, AdWords allows up to 20% more impressions in a day than the budget specifies
  •  Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4
  •  To show an ad more often, AdWords charges more than the average daily budget amount multiplied by 30.4
  •  AdWords automatically increases the maximum cost–per–click (CPC) bid to show an ad higher in Google search results
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