Editing any account or campaign settings, such as bid strategy, bid adjustments, bids, budget, keywords, audience, demographics, and ad scheduling can change your performance. The overall effects of changes over time can cause changes in performance if you’re comparing performance, for example year over year. Generally, while not always the case, if you make lots of changes there tends to be a correlation with higher performance fluctuations.
If you’re using Smart Bidding strategies, note that it takes about 2 weeks for performance to stabilize.
Example
If your actual average CPAs have been around $10 for the past 14 days, suddenly reducing your Target CPA to $2 can cause a drop in serving or fluctuations in performance.
If you need to make changes to your targets to align with your business goals, we recommend making smaller changes and waiting to see the impact, instead of making larger changes.
What you can do
Check change history for updates made to the account or campaign. For larger shifts in performance, narrow the date range to the few weeks around when you observed the shift and see what changes within the campaign (first) and then account (second) were made.
Need something else?
Check other common reasons why your campaign performance is fluctuating.
