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Anyone else seeing a big shift in CTR and CPC ?

     
10:50 am on Jun 6, 2018 (gmt 0)

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Hi everyone,

We have a large campaign running for the last 3 years, not much has changed
on the 22nd of may we've seen a huge change in all our metrics.
CPC +40%
CTR - 5points
but average position is the same

has anyone else seen similar changes ?

++
Karis
10:24 am on June 14, 2018 (gmt 0)

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Yes, similar changes. My CTR has declined 6% from 23% to 17%. The CPC is up 48%.
6:23 pm on June 14, 2018 (gmt 0)

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Run Auction Insights report, sounds like somebody new likes what you're bidding on.

Its probably me.
Ha.
6:55 pm on June 15, 2018 (gmt 0)

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hi guys,
thanks for your answer.
I did. no new player in the auction.
also if it was the case my average position should have changed.
@Scott what kinda vertical are you running on ? broad with low CPC or focused higher CPC ecomerce style ?
cheers,
Adrien
8:19 pm on June 15, 2018 (gmt 0)

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Adrien, my niche is travel weather with very low CPC. I don't have much competition at all. My important keywords have about 50% of the impression share.

What's really weird is that I have been running this campaign literally for more than 10 years. Prices have always been highly stable and in fact have gradually declined as I have continually optimized. All of my quality scores are in the 8 to 10 range.

I do see that broad match CPC has jumped a lot more than exact match.
8:58 pm on June 16, 2018 (gmt 0)

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"also if it was the case my average position should have changed."
Nope. :-)
A person below you can most definitely affect your actual CPC, without changing your position.
The auction works that way.
11:34 am on June 18, 2018 (gmt 0)

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Yes, Some changes happened for my campaign . My CTR has declined 9% from 35% to 20%. The CPC is up 50%.
10:30 pm on June 19, 2018 (gmt 0)

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For the searches of interest, does Google display a Google Shopping block?

As Shopping continues to spread, I've seen some searches change substantially when G decides to deploy the GShop block more often (for those searches).
This displacement can cause upheaval to previously stable Search ads.
 

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