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Google charging me more than I bid for clicks

Change in policy and breach ot trust

     
4:46 pm on Mar 29, 2018 (gmt 0)

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Google has always felt free to exceed daily campaign budgets so long as the excess is balanced out on low-spending days. Back in October they expanded their
limits on overcharging. They publicized it as "overdelivery". I can live with it.

But, in recent days I have found situations where Google billed me more than the stipulated bid. When I put in a bid, I am saying that is the maximum CPC I am
willing to spend. Google is breaking the long-standing policy that advertisers set their max cost per click. Google is charging me more for clicks, and not by a few pennies, but by several dollars.

I asked my Google rep and he said it was the overdelivery policy. He pointed me to their policy at [support.google.com...]

But there is nothing in that document about bids or CPCs. It says they might overdeliver clicks, but nor overcharge for a given click.

Has anyone else experienced this problem?
5:10 pm on Mar 29, 2018 (gmt 0)

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One thought comes to mind:

Do you have any bid adjustments in your mix?

I have experienced higher-than-expected click costs but in my case it was because I had some bid adjustments that were "stacking" because I had several that might affect the same click.
6:30 pm on Mar 29, 2018 (gmt 0)

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Hmmm, yes that could be it. WIil look into it.
10:18 pm on Mar 29, 2018 (gmt 0)

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In addition to bid offsets, Enhanced CPC and Smart Bidding (like Target CPA, for example), can cause this.

Check out your bid strategies though, there is a place to cap CPCs, it's just not very obvious, visible, or workable.