Your performance may fluctuate if your bids, bid limits or bid targets are set without taking into consideration the historical data that Google Ads will use to serve your ads.
What you can do
Setting bids
When setting bids, bid limits or targets for your bid strategy, use historical data to understand if the bids, bid limits or targets that you are setting are appropriate to maintain performance.
Example
If you have been losing impression share due to ad rank with your current bids, setting a lower bid limit than your current average CPCs can potentially cause further performance fluctuations.
Smart Bidding
For Smart Bidding, we recommend using historical data and choosing bids within a close range of the actual averages to minimise fluctuations in performance.
Example
If your actual average ROAS (conversion value/cost x 100) has been around 100% for the past 14 days, suddenly increasing your Target ROAS to 500% can cause a drop in serving, or fluctuations in performance more broadly.
If you need to make changes to your targets in alignment with your business goals, we recommend making incremental changes at a time and waiting for a while to see the impact, instead of making large changes.
Need something else?
Check other common reasons why your campaign performance is fluctuating.
