How Google Ads paces, caps, and recalculates spend when budgets change
via searchengineland.com
Short excerpt below. Read at the original source.
Budgeting in paid search isn’t just about setting a daily number. It requires understanding how platforms pace spend, the exceptions to those rules, and what changes when budgets are adjusted mid-month. Most PPC advertisers change budgets during the month and want to know how it will affect performance. Enterprise advertisers add complexity, with fiscal cycles […]