On the 12th of November 2021, which was less than a month ago, Google had issues with Google Shopping causing dramatic overspending.
Now again on the 2nd of December 2021, automatic bidding campaigns such as ROAS or Max conversion value caused abnormal overspending.
The majority of my clients encountered this issue. This issue was so dramatic that one client would make decisions based on just this one day, forcing my hand to use a different campaign. This situation can not be justified as small businesses that don’t have as much flexibility as bigger businesses.
With managing well over 40 clients, it’s hard to calm clients down when you know that there is always a chance Google’s automation tool bugs out, especially so when Google is going down the route of full automation.
As Google Ads account managers, we are at the center of this dilemma. However, I am lucky to have a long history of managing effective campaigns, and customer complaints are rare. But it will not last for long to justify random overspending if Google continues to have these unexpected overspending spikes.
The great news is that all clients impacted by this issue will receive credits for the spend fluctuation.