Adjust with campaign budget

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The campaign budget is the daily budget for that campaign. It does not stop at the exact amount you set, and it may exceed the set amount or not be used at all.

About search advertising campaign budget (daily amount) | Yahoo! Ads Help

Daily Budget | Google Ads Help

Once the amount set in the campaign budget has been used, your ads will no longer be displayed for that day, so it is ideal to set the campaign budget to an amount that does not impose a cap and operate in a way that keeps the impression share loss rate close to 0%.

Get impression share data | Google Ads Help

An example of a case where the budget needs to be adjusted is when the product or service being offered is featured on TV, YouTube, or other media and the budget is suddenly benefits of reaching overseas chinese consumers in europe exceeded. In that case, we take measures such as setting the amount by dividing the remaining budget by the number of remaining days.

Points to note when adjusting

This graph shows data from an actual project in operation in March 2020.
Based on this project, we would like to introduce what we keep in mind when making adjustments.

Check before adjustment
As you can see from the graph, there was a sudden increase in the number of impressions and clicks on Friday, March 13th and the following day, Saturday, March 14th. Unless we can pinpoint the cause of this change, we will not be able to make appropriate adjustments.