One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the Google Ads system works?

One of your clients wants to know why a campaign went over the specified daily budget several days in a row. What would you explain to your client about how the Google Ads system works?

• Due to changes in traffic, Google Ads allows up to 20% more impressions in a day than the budget specifies
• To show an ad more often, Google Ads charges more than the average daily budget amount multiplied by 30.4
• Google Ads automatically increases the maximum cost–per–click (CPC) bid to show an ad higher in Google search results
• Due to changes in traffic, your total daily cost might be up to 2 times your average daily budget. However, with all Google Ads campaigns you won’t be charged more than your average daily budget multiplied by the average number of days in a month (30.4)