Just as there has been a bid simulator tool where Google can recommend higher bids for more traffic, the way in which budgets are recommended by Google have changed now too. Before, Google would provide a bubble stating ‘This campaign has reached it’s budget 15 times in the past month. Increase budget by 194%’ or something to that effect.
Now Google have launched a Daily Budget Simulator Tool:
It is worked out based on Impression Share details and the graph provides important details around impression share fluctuations over a period of time.
It’s a useful guideline, particularly for generics which can often be difficult to judge how much more scope for spend there is. I have not been seeing this tool on every account – only a few, so it appears to be some kind of new beta tool within the interface.