You need to set a daily budget for each campaign, which is the amount you plan to pay for ads each day. If you find that the total cost of a campaign in a day exceeds your daily budget, this means that your campaign spends more budget on days with higher search traffic and spends on days with lower search traffic Less budget. There may be several reasons for fluctuations in search traffic: weekends or working days, or seasonal changes and holidays.
A deeper understanding of the daily budget on other days of the month can help you optimize your campaign’s performance and help ensure that your ads can be slightly increased on ad days when they are very popular.
Depending on traffic fluctuations, on certain days of the week or certain periods of the month, AdWords may spend up to 120% of your daily campaign budget to display your ads, but your monthly campaign costs Will not increase.
Please note that at certain times, your daily expenses may exceed the 120% limit, but you still only have to pay 20% of your daily budget for the excess. For example, if your daily budget is $10 and you accumulate $15 on a certain day, you only need to pay $12. The remaining 3 yuan asIt will be returned to you and displayed in the transaction history.
Although the cost of a campaign may reach 120% of the average daily budget on a certain day, AdWords uses a monthly cost limit to prevent you from accidentally overspending, so we will never charge you more than this limit. In other words, as long as your budget for the entire month remains the same, the amount you pay will not exceed your daily budget multiplied by the average number of days in a month (that is, 30.4 days: 365 days a year ÷ 12 months).
If your daily budget keeps changing during a month, we will not use the monthly fee limit for that month (but the 120% daily limit will still be valid). For campaigns that are paused in the middle of the month or are unable to run for the entire month due to other reasons, there may be inconsistencies between your average daily budget and the total cost.