Google Ads performance fluctuations: Auction dynamics

The choices that other advertisers, who are participating in the same auctions as you, make can affect your campaign’s performance.

New advertisers or advertisers who adjust their existing accounts can affect how many impressions your ads receive.

Example

If an advertiser who is using the same targeting as you increases their bids, this may affect your ad's position on the first page of search results, leading to a drop in impressions. You may need to raise your bids or bid targets to recover lost impressions.

What you can do

For Search and Shopping ads, Explanations will automatically detect when changes in search volume are likely driving performance fluctuations.

The Auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are. This info can help you make decisions about your bidding and budget.

Impression share data, specifically Lost Search IS (ad rank), can help you identify the percentage of time that your ads weren't shown on the Search Network due to poor Ad Rank in the auction. In order to minimize Lost Search IS (ad rank), improve your ad quality and your bids.

Need something else?

Check other common reasons why your campaign performance is fluctuating.

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Google Ads performance fluctuations: Auction dynamics

Example

What you can do

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