Discover The Shocking Story Behind The 20% Extra That Google Steals Out of Your Daily AdWords Budget!

LAST MINUTE NOTICE: Google has released a note saying they have just increased the extra from 20% to 100% of the daily budget, starting October 4, 2017.

Google said it...

I could not believe it when I heard and read it today:

"Some days you may see 20% extra cost to make up for slower days".

Am not saying it but Google itself through the voice of Mr. X in a refresher hangout on Google AdWords Fundamentals, one of the 2 exams to pass to be granted the Google AdWords Professional (GAP) certification (as shown in the image banner at the top).

I've never seen this 20% feature from that angle, but I can't help considering how cynical (or astute) Google may be at turning the table.

Indeed...

Google enacted unilaterally that rule for the sake of the advertiser's pocket. Allegedly.

The feature allows the bid algorithm to exceed the daily budget defined by the advertiser by up to 20% in particular cases when Google deems the efficiency of the campaign on a given day could be capped by the daily budget limit, that is, it's a shame not to be able to catch people willing to click and convert merely because the budget for that day is already spent. The keen idea of the 20% extra is here to reap as much as possible when the fish bite, given that the monthly budget is not impacted in any way because there are always bad days within a month that compensate the spending surge. Granted!

So from an advertiser's standpoint...

Google is doing a very good job at keeping me customer at the center of its concerns by making sure I get a maximized benefit for my penny. Great!

Now let's turn the table to see that story from Google's standpoint...

Slow days are bad days for me search engine. Typically weekends. They are a real loss of earnings. I know that I usually won't have enough qualified traffic and clicks to match what the advertiser is willing to pay in average per day, incidentally over the weekend.

Double loss...

At the other side of the spectrum, I could even say that week days are bad days for me search engine too.

Why so?

Because week days are a loss of earnings.

Also? How come?

Because it's the opposite situation: I search engine know that I usually won't have enough budget to spend from my customer's pocket on catching all that qualified traffic that is knocking at the Door of Clicks during week days. Hence, it's for me a loss of earnings, incidentally a loss for my customer too... my sense of humor would say a loss of spending!

Magic bullet...

So why wouldn't I search engine invent an excuse to siphon the untapped weekend budget and pour it into the undernourished weekday budget? Add a pinch of earnings and wrap it in a shoveful of benefits, we have a very defendable system!

So how much do I need to transfer?

How much is available?

How much do I want? (I search engine am so funny ;-)

Let's take a look at the stats... humm... I would say 20% extra.

So we have the new feature, let's call it the 20% Extra!

Life's fantastic...

PP

#GoogleAdWords #AdWords #PPC #advertising #DigitalMarketing