Google announced on Google+ that they can now automatically spend twice your average daily budget in order to help you reach your goals. This will not result in you spending over your monthly budget, but it can mean your daily budget is doubled on some days and a lot less on other days.
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.
To help you hit your advertising goals, like clicks and conversions, your campaigns can now spend up to twice your average daily budget—but never more than your monthly limit.
Here is an example: Let’s say you set your budget at $5 a day and your billing cycle is 30 days. Over the course of the month, you notice that your charges vary. Some days you’re charged $2, on others you’re charged $10. But at the end of the month, your charges won’t exceed $152 (that’s 30.4 multiplied by your $5 budget). So even though your campaign costs tipped above and fell below your $5 budget from day to day, at the end of the month, you’re still charged no more than what you budgeted.
I’m not certain how other advertisers feel about this but I haven’t noticed much chatter around this change yet. How do you feel about this change as an advertiser?
Check out the forum discussion at Google+.