Stats Doing Something Weird

[myrrh]

One of my campaings is showing way too many impressions. When viewing that campaign summary, imprssions for some adgroups are way high and others are normal. One adgroup is showing 34,000 impressions for the day. When I click on that adgroup, the total for the separate keywords show only 42 impressions.

What gives? This is making my CTR look really pitiful.

[poster_boy]

Are you opted in to Content Match?

[myrrh]

Yes, I was, but I didn't want to be. How would that affect the numbers? In other words, why don't the impressions at the keyword level show all those impressions at the adgroup level?

[poster_boy]

Content stats are reported that way - at the ad group level. But, don't fret about the low CTR.

From Google Help:

Could a low clickthrough rate on content affect my ad position on search pages?

On a busy content page, an ad has to compete more to get the attention of a reader than it would on a search page, so content CTR is typically lower than search CTR. It's nothing to worry about, because content CTR does not affect the ranking of your ad on search pages.

[Pengi]

This certainly sounds as if your Ad is showing on a popular page as content.

If you select the "Summary Tab" in the AdGroup report, it should confirm this.

You can opt out of showing in the content network, but I believe it is all or nothing (i.e. the opt out is across all your adgroups).

Personally I welcome the extra traffic, but it can distort the statistics a bit and it can come ond go very quickly.