According to news reported last week on Search Engine Land Google is trialling a new budgeting option for Google Adwords to be known as timeframe.
Early reports indicate that, when selected, Google timeframe will automatically increase your Adwords daily budget if you are under spending against a budget allocate for a set timeframe. How nice of Google! They have invented an option to make sure you spend every last penny possible with them! Doubtless this idea came from some senior member of the Google team looking at the total unspent budget allocations within the Adwords system. Initial indications are unclear but I think you can be sure the system does not work the other way, reducing daily budgets when you are overspending against a monthly budget. After all, if you budget runs out sooner, there’s a chance you will add more!
This new option will make little difference to the educated search marketer who should be using CPCs and not daily budgets to manage their campaigns (other than in exceptional circumstances) but it could mean that a lot of direct advertisers find very little left in their Google pot at the end of each month if they enable this new option.