Starting on October 04, 2017 Google has begun making “overdelivery” a policy to help PPC campaigns get more clicks and conversions on days when there is a high amount of traffic. Google is calling it a good thing – I agree. However, what it means for advertisers and our clients is that we will begin to see daily spend double on certain days which our clients may be thrown back by at first. I am writing this post in order to explain it to my clients before I actually explain it to my clients.
What does this mean for our NetSource Inc. clients? This means that your campaigns will perform slightly better, as the Google algorithm will give you more clicks on days that are high in traffic, and show your ad more on those days, thus driving more sales, leads, and conversions. Total monthly spend will remain the same, as Google will average the spend on slower days and they will never bill more than they ever did, which is 30.4 days of the set budget. 30.4 is the average number of days in a month (365 days in a year / 12 months = 30.417). In Google words, “The waves of Internet traffic might make your daily costs go up and down. But at the end of the month, despite those unpredictable waves, you’ll find your costs at right where you expected them to be.”
More about “overdelivery” from Google can be found by visiting this URL: https://support.google.com/adwords/answer/1704443