Google ads over budget? It's not a matter of spending money indiscriminately, it's a matter of you not understanding these key pieces of logic!

A (holding the phone, looking confused): I clearly set a daily budget of 100 yuan for Google ads, but it spent 180 yesterday and it went straight to 250 today?! Can I still control this budget?

B (taking the phone with a smile): Don’t worry, this is a question many people ask when they apply to Google for the first time - I will explain it to you once and for all today.

B: First of all, Google's budget control is "monthly average control"**. Google does not spend money rigidly on a daily basis. If you set a daily budget of 100 yuan, it will control your monthly spending to a maximum of 3040 yuan based on an average of 30.4 days per month.

A: Then why was it reasonable to spend 180 yesterday?

B: Because it allows you to spend up to twice your daily budget on certain "high traffic days", which is 200 yuan, but 300 today is a bit abnormal.

A: Yes, didn’t we agree on 2 times the upper limit today? How come it has exceeded it?

B: Several possible reasons:

1. System settlement is delayed, and there is a time difference between advertising delivery and billing.

2. Multiple campaigns share the same budget, causing the budget to explode instantly

3. Traffic surge + smart bidding restrictions lifted, no time to apply the brakes

4. In rare cases, abnormal clicks or invalid traffic are not identified

If you encounter the above situation, you can export a consumption report the next day to see the actual consumption amount of the account.

A (seriously): It sounds like it's not entirely my fault, but I still have to prevent it from spending money indiscriminately, right?

B: Yes, you can do this: set an account budget cap, monitor daily consumption in a timely manner, enable spending reminders or rules, avoid multiple campaigns competing for budget, make the logic clear, download reports regularly, and check for abnormal consumption.

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Are your ads also "burning money quietly"? Reply [budget] in the comment area, or send me a private message "Google Optimization" and I will help you check your account structure one-on-one.