I have a campaign containing an exact match keyword ABC. Prior to Feb 17th, impressions ran about 1000 with a CTR of 30%, after the event impressions drop to 25. CTR remains the same, QS remains 10/10, average position *increased* from 1.4 to 1.3.
I've got data for the last two years on the same keyword/ad/campaign for the same period and there's no seasonality changes, particularly not ones that happen overnight on the 17th Feb.
The main ad that's being triggered in the campaign has a keyword insertion, though at the moment I'm not sure that's relevant as AdWords data is telling us the drop off came from the exact match k/w.
The ad kw remains in the doldrums to this day.
I'd really appreciate any ideas where to look next for some clues as to where those impressions went..
Thanks in advance.