This article addresses frequently asked questions about campaign total budgets.
- Do campaign total budgets work with accelerated delivery?
- What campaign formats support campaign total budgets?
- Do campaign total budgets work with Standard Shopping, Performance Max Product Feed, and Demand Gen Product Feed ads?
- Will advertisers ever be charged more than the total budget they specified for a campaign?
- Is there a limit on how long a campaign can run?
- Does the copy-and-paste feature work in campaigns using total budgets?
- Is bulk support available for campaign total budgets?
- Can users use automated rules to adjust their budgets?
- If I have to create a new campaign for campaign total budgets, will there be a learning period?
- How does campaign total budget pace budgets?
- How should I select which SKUs to include?
- How should advertisers reduce overlap between existing campaigns and the newly flighted budget campaign?
1. Do campaign total budgets work with accelerated delivery?
No, you can’t use accelerated ad delivery with campaigns using total budgets. Instead, Google Ads uses standard delivery and tries to spend your budget evenly over the duration of your campaign. Google Ads takes into account days with higher or lower traffic to optimize your campaign performance.
2. What campaign formats support campaign total budgets?
Campaign total budgets are available for Demand Gen, Search, Standard Shopping, Performance Max, and YouTube campaigns with specific start and end dates.
3. Do campaign total budgets work with Product Feeds?
Yes. Campaigns total budgets work with Product Feeds.
4. Will advertisers ever be charged more than the total budget they set for a campaign?
No, an advertiser may be billed only up to the amount they entered for the campaign. This is the case even if Google Ads serves more traffic than an advertiser’s budget allows.
Overpacing management is another big benefit of using the campaign total budgets. Overdelivery credits will be calculated based on the total budget amount, rather than based on a daily budget.
- This means that if you have a simple flight of 2 weeks with a total budget of $10,000 USD, the maximum the campaign can be billed for is $10,000 USD.
- Note: If you make any changes to the budget while the campaign is running, overdelivery will be calculated based on what served within the original budget and then calculated according to the new budget going forward.
5. Is there a limit on how long a campaign can run?
For Search, Standard Shopping, and Performance Max campaigns: We recommend a minimum duration of 3 days when using campaign total budget. The maximum campaign duration is 90 days.
For Demand Gen and YouTube campaigns: We recommend a minimum duration of 7 days when using campaign total budget. The maximum campaign duration is one year.
6. Does the copy-and-paste feature work in campaigns using total budgets?
This feature works if the campaign being copied already uses a campaign total budget. When copying a campaign make sure to adjust the start date or change the budget type. After the campaign's start date is selected (which defaults to today), the budget type cannot be changed.
7. Is bulk support available for campaign total budgets?
Script-based bulk support is currently only available through Google Ads Editor for Demand Gen campaigns, and will be supported for Performance Max, Search, and Standard Shopping campaigns soon.
8. Can advertisers use automated rules to adjust their budgets?
Yes, automated rules can be used in campaigns with both daily budgets and total budgets.
9. If I have to create a new campaign for campaign total budgets, will there be a learning period?
Campaign total budget campaigns won’t require a new learning period if you’re using account goal settings. Keep in mind that Smart Bidding will learn across all conversion actions reported in the “Conversions” column, even if they’re targeting different goals or use different bidding strategy types. This is also true for any large campaign change or adjustment. Please refer to this article on the bid strategy learning status and duration.
10. How does campaign total budgets pace budgets?
If there happens to be lower budget utilization on any given day of the flight, then the campaign will take this underspend into consideration for the remainder of the period and will work to spend evenly during the remainder of the event.
Note: Campaign total budgets don't have any daily budget limitations. For example, it can go beyond twice the daily budget in instances where there’s significant underspend in the initial days.
If there’s high utilization on any given day, the campaign will similarly take the previous days into account and aim to evenly distribute spend in the remaining days at a lower level. It will never exceed your given budget.
11. Standard Shopping: How should advertisers select which SKUs to include?
For enhanced performance and budget utilization, we recommend consolidating your sales campaigns by including all inventory with sale pricing.
There is no minimum or maximum number of SKUs that you can add to the campaign. To maximize reach, incorporate as many eligible items as possible. Consider these product groupings:
- Inventory for a specific period with a defined budget
- Newly launched products
- Short-term flash sales
12. How should advertisers reduce overlap between existing campaigns and the newly flighted budget campaign?
How you can reduce overlap as much as possible will depend on the campaign, as in the following examples:
- Standard Shopping campaigns
- Utilize campaign priority as a key lever. Set your flighted campaign to high priority and your evergreen campaign to medium or low priority.
- Performance Max campaigns
- When multiple Performance Max campaigns in the same account target the same products, the campaign with the highest Ad Rank will serve.To maximize the likelihood of your flighted campaign outranking evergreen campaigns, ensure you have high-quality creative assets, follow all best practices to surface relevant queries, and set lower ROAS goals if possible. Learn more about how Performance Max interacts with other campaigns in your account .
