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On 24th June I looked at the data for a date range of 17th to 22nd June and then made some bid changes accordingly. Now, when I compare that data to the data from date range 1st to 6th July, this is what I see (all nos. mentioned below are for a total of 6 day period).
1. I had reduced the bid for a keyword from 0.55 to 0.5 ..the position has dropped from 2.6 to 4 (still acceptable), but the no. of impressions has gone down from approx 75000 to 7 (for a period of 6 days in all)..why so? position 4 is not that bad after all!
2. In another campaign, for another keyword, I increased the bids from 0.6 to 0.68. The cpc has increased of course, but the position has dropped from 2.6 to 4.8 (why?the drop is just too much considering the bid was actually increased). The impressions have dropped from around 20k to 5k.
3. There are other cases where I increased bids from 0.55 to 0.6 for the entire ad group, the positions of the most performing keywords has gone down from 3.2 to 7.7.
What is happening here? Is it just a drastic increase in competition in most cases that is causing my ads to show at lower positions even when I've increased bids? Or, am I missing out on something here?