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# 1
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Sep 26, 2015 Campaign activity: 96 clicks 3.67

Sep 25, 2015 Campaign activity: 96 clicks 5.04

Why the different cost $3.67 and $5.04 for the same add ?

1 Expert replyverified_user


Rising Star
# 2
Rising Star

Good morning.


Costs for a click on an ad change frequently as the circumstances of the auction change. 


Factors that can affect click cost include:  the precise search query the searcher used, time of day, day of week, level of available traffic, some competitor ads being active/inactive at the time, and many more factors.


In this specific case, I would say that day of the week (Friday versus Saturday) may have been a major factor.


Hope that helps!

Google AdWords Top Contributor