Strange results in ctr vs clicks report?

[big_jimmi]

Hi all.

I've been reviewing one of my adwords campaigns performance over the last 12 months and have come across some stats that don't seem to make sense to me - can anyone shed some light on the below? Am I missing something?

The campaign in question started in Apr 09. From Apr 09 to Jul 09 I had a nice healthy click through rate of around 10%. After Jul 09 the CTR fell through the floor to around 0.5% and has stayed at this level up to present. Nothing changed from my point of view - the same ads / keywords / max bid etc. If anything the number of clicks has slowly increased despite the reported drop in CTR.

Am I missing something or is this some type of error in google's reported figures?

Any help would be gratefully received.

[adxMattias]

Do you use the content network?

[piatkow]

Depends on the size of your market. If you are displaying to a fairly closed community of users through the content network then they may have all seen your ad already.

I wouldn't expect to run the same ads year in year out. I would suggest resting the campaign for a few weeks then come back with different ads.