I am on my way to Bologna for my seventh (or eighth) year of AdworldExperience. I’ve lost count 🙂
Each year, it’s one of the best PPC events I’ve been to, so I am really looking forward to it.
If you’ll also be at the event, come say hi! I’d love to chat.
My flight to Bologna was a pleasant surprise for me.
The surprise is related to the PPC topic I’ve been talking about in the last two days — spend.
So, here’s what happened: KLM was kind enough to offer me an upgrade to business class for a fair amount.
I took it.
However, my credit card has not (yet) been charged…
Which brings me to another not-all-that-intuitive topic related to Google Ads budgets: “served costs” versus “billed costs.”
Here’s what Google says:
“The served cost is the cost of all the clicks or impressions that the campaign received.
The billed cost is the actual amount you’re responsible for paying, after adjustments have been made to your account for items like overdelivery, invalid activity, and more.”
You can view the daily costs at the campaign or account level from the Transactions page.
Source: https://support.google.com/google-ads/answer/9237921
So, if your campaign’s served cost is over twice the daily budget (and if you haven’t changed the budget setting on the same day) -> go check that billed cost!
If all is well, you are lucky; Google gave you more impressions, clicks, and hopefully conversions than you’re charged for!
Let me check my luck on KLM’s transaction page tomorrow 😉
– Nils