It seems that Google has stopped its short-lived test of monthly ad budgets. According to to a screenshot of the notice that Gianpaolo Lorusso of AdWorld Experience tweeted, Advertisers that had access are now being notified.
Advertisers were told, “Monthly budgeting will no longer be available as of April 2020. Your campaign budgets will automatically switch to daily then, or you can update to daily budgets anytime before April.”
According to Lorusso, the test began last year in September. As of this month, monthly budgets will be converted to daily budgets.
Advertisers who used the beta could set a monthly campaign, but Google would still use its average daily spend calculations to try to manage pacing. As you can see from the tweet above, $1,000 per month budget would have an average daily budget of $32.89.
If you want a reminder of how daily campaign budgets are dealt with, here it is:
Your campaign may spend up to twice the average daily budget on a given day, but Google Ads won’t charge more than the “monthly charging limit” which is the average number of days in a month (30.4) multiplied by your average daily budget.”
The idea is to be able to account for the daily fluctuations in traffic. Advertisers are credited for overdelivery charges at month’s end. If you pause your campaigns before the end of the month, you aren’t going to be credited for any days that exceeded the average daily budget as it only applies to full-month campaigns. Also, by changing your daily budgets during the month, Google will treat overdelivery based on the average daily budget setting throughout the month.