Changing user interest and seasonality cannot be controlled by an advertiser, but you may be able to make adjustments to your campaign to reduce performance fluctuations. Your campaign is often competing with other campaigns in the auction, and traffic during specific times of the year is important to take into consideration when evaluating performance.
What you can do
Check for holidays, special events, and other national occasions that may contribute to performance changes.
Go to your placement report to view what kind of content you’re showing on and compare if it drastically changed across time periods.
Need something else?
Check other common reasons why your campaign performance is fluctuating.
