Google has started to roll out a monthly budget feature in select Google Ads accounts. According to Google, this feature is a good fit for a business who “conducts monthly financial planning, or otherwise needs guaranteed, accurate monthly spend.” In my 10 years of managing campaigns, I’ve never come across a business that didn’t have a need for accurate monthly spending, so this is surely a great option for most businesses. When you think of it, it’s incredible that it took Google nearly 20 years to introduce a monthly budgeting option. All that being said, let’s take a closer look at monthly budgeting, and how exactly it works.
Mid-month budget changes: When you adjust your budget mid-month, your new monthly budget will be the amount you can expect your campaign to spend within that calendar month.
For example: If your December monthly budget is $5,000 and on the 21st of the month you have already spent $2,000 and you lower your monthly budget to $4,000, the most you can expect to pay for that campaign is $4,000.
Mid-month campaign launch: When you launch a campaign mid-month, the maximum you will pay gets prorated based on the campaigns launch date.
For example: If your campaign launches on January 10th with a monthly budget of $3,100, you can expect to pay $2,200
$3,100/31 days in January = $100/day x 22 days = $2,200
Your campaign pauses mid-month and gets re-enabled that same month: In this scenario, your campaign will still spend the budget that’s set when your campaign gets re-enabled.
For example: Your campaign launches on March 1st with a $7,000 budget, you spend $2,000 and pause your campaign on March 10th. If you re-enable on March 25th, your campaign can still expect to spend up to $7,000 so long as that is the monthly budget that is still set.
A few extra notes:
If you would like to test monthly budgets within your Google Ads campaign, contact your Client Strategist. For additional information on Google Ads opportunities, please contact the experts at MoreVisibility.