netmeg - 5:31 pm on Mar 13, 2008 (gmt 0)

Right. I have campaigns where I have to budget $1100 per day in order to actually spend $700. If I budget $700, I only end up spending around $400. Don't ask me why, that's just the way it is. I hit up a Google rep with that once, and he said it wasn't supposed to work that way, and then a bunch of people told me privately THEIRS worked that way too. But I don't have time to worry about the why, I just do what works.

So if I didn't disable the Ultra Broad Match, Google would assume it was okay to spend up to $1100 per day - and why not, that's what my budget is set to. But it's not all as simple as that.

I turned it on ONLY for a single campaign where we normally get well above 50% CTR now, we're pretty much the established industry leaders, and mainly we just want to get more eyeballs, cause most everyone looking for that product buys it from us. We'll see how it goes.