Widely Varying Impressions?

Why does Google do that?

[affgirl]

When I start my campaigns the impressions are good and the CTR overall meets min. - higher on certain keywords. And the # of clicks is pretty good. It shows a huge amount of impressions. Then the next day the impressions get slowed a lot. Showing maybe 1/10th the amount of impressions as the day before. And my account does not show that it is slowed. No ads are disapproved. No keywords shown as slowed or at risk or disabled. All keywords are either Moderate or Strong. So why does the impressions go down so much over time? I don't change my bid amount or make any other changes or edits. It just happens on it's own. When it happens the only thing I could think of to do is raise the bid a little and up my daily budget by 25x. I have the daily budget set to an extreme, unattainable and unaffordable amount. Just to make sure it always shows my ad. But apparently it is not.

It happened with one campaign to such an extreme amount that I was hardly getting any impressions and zero clicks. Despite not changing anything. So I deleted the campaign and asked my husband to copy my keywords and ads to his account and immediately the next day it got huge amounts of impressions and a great amount of clicks. Same ads and same keywords and same bid amount. Then today the impressions are slowed again. Despite the account or adgroup or any keywords not saying they are slowed at all.

What is going on? Do I have to constantly delete and restart campaigns to get them to run at full delivery each and every day? I would like it to be consistent so I can set it up as it works the best and just let it go and work. What am I doing wrong?

[AdWordsAdvisor]

Affgirl, this question is really difficult to answer without seeing the account in general, but especially so without seeing the quality and quantity of the keywords used.

I'd advise contacting AdWords support using the 'Contact Us' link within the account, and letting them take a detailed look.

Still, I'm going to take an educated guess:

I'd guess that you have very large quantities of keywords, and that they are probably quite general in nature. I suspect that these keywords, because of their quantity and general nature are getting a ton of impressions very quickly, but with a very low CTR.

Because the reporting of stats is not real time, and runs several hours behind, you're probably not getting an accurate picture of what is happening in my account - because it is happening too quickly. But, my guess is that you're getting thousands of impressions account-wide, with a low overall CTR, within a very short period of time. This in turn is most likely causing the entire account to be slowed, but long before the stats catch up to reflect the fact.

If this is indeed what is happening, the way to fix it is to be much more targeted with your keywords and ads.

Hope that makes sense.

AWA