Google quietly announcing that they are now implementing monthly budgets nearly made me fall out of my chair.
In working with Google Ads since they first launched way back in the early 2000s, I just figured monthly account budgets was just something they would never implement. I mean, they made it nearly 20 years without them, why start now?
But low and behold – they are starting to roll-out, and in fact, I have seen them appear in one or two of my client’s accounts.
As you can see in the graphic listed above, there are a few notes about Google’s Monthly Spending Limit:
- Takes effect the day you set it
- Stops all campaigns when it’s reached
- Resets on the 1st of the month, every month
- Can be updated any time
Reporting isn’t real time, so your costs may go over your limit in the first month, and any time you lower your limit. You’ll need to pay any excess.
To read more about this, you can view the help info on Google Ads’ site.
It certainly has been a long time coming, and may not be for every advertiser. You’ll still need to manage your budgets. If you set you monthly budget on Google at $5,000 but have a daily budget of $250, you can very well run out of budget after 20 days, so it’s not fool proof, but it does offer a nice safety net to not run crazy over budget.
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