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Impression Issue

Explorer ✭ ✭ ☆
# 1
Explorer ✭ ✭ ☆

Hi,

 

We're faced with a peculiar problem for one of our accounts. The impressions that our campaigns are getting have drastically reduced over the last few days. We've been running this account since April and had faced a similar issue earlier as well, but it stopped happening in July 2012.

 

Background: we target campaigns across a wide variety of African countries and also countries in the Middle East and target the UK as well. We've seen through the hour of day report that the campaigns get impressions during the first 2 hours of the day and spend the most then and then we get a reduced number of impressions post this time. This happens even when our daily budgets are set high and the campaigns are on accelerated.

 

Back in June and July when we tried getting in touch with Adwords support we were not able to get an answer from them and then the problem somehow went away. It has resurfaced now and its a little perplexing to be honest. We've tried reaching out to Adwords support but have not received any details on why the impressions would just dip so heavily suddenly.

 

Would really appreciate any insights and help on this. Have any of you faced a similar issue for any of your accounts? 

 

 

4 Expert replyverified_user

Re: Impression Issue

Top Contributor
# 2
Top Contributor

Nik;

Is that happening across all campaigns no matter which Geo-region you are targeting?

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: Impression Issue

Top Contributor
# 3
Top Contributor

Hi,

 

I'd check a few things:

  1. Have you had any drop in QS over many keywords
  2. Are competitors doing more than they used to?
  3. Have you got any accidental ad scheduling on?
  4. Have a look through your change history to see if anything odd has happened / someone changed something they shouldn't
  5. Have you had some ads disapproved which you haven't realised?

If you report back on the status of these things we can dig deeper from there.

Jack Porter-Smith
Jack's G+

Re: Impression Issue

Explorer ✭ ✭ ☆
# 4
Explorer ✭ ✭ ☆

Hi Guys,


Thanks for the replies. Please find my responses below:

 

Moshe: This is happening across all campaigns

 

Jack:

 

Have you had any drop in QS over many keywords

 

Not really, no major drop in QS. We've actually been in conversation with Adwords support on email who said that the QS of our Display campaigns is low and is the reason for this. But the issue that we dont see ad impressions post the first 2-3 hours in the day and the fact that this drop is so sudden makes us wonder if its just down to a QS drop.


Are competitors doing more than they used to?

 

No, we recently did a competitor analysis for our top competitors in the area and didn't find anything substantial


Have you got any accidental ad scheduling on?

 

Nah, Our ad scheduling is set to actually push bids to a higher percentage in certain hours of the day.


Have a look through your change history to see if anything odd has happened / someone changed something they shouldn't
Have you had some ads disapproved which you haven't realised?

 

Done, nothing calls out as such.

 

 

Re: Impression Issue

Top Contributor
# 5
Top Contributor

Hi nikhil, I think it's going to be difficult to diagnose this without some actual details from you.  Can you share the URL of the website you're promoting?


When you say the impressions have "drastically" reduced, what are we talking about; 10,000 down to 100 or 100 down to 70?

 

In your earlier post you said that

 

"We've seen through the hour of day report that the campaigns get impressions during the first 2 hours of the day and spend the most then and then we get a reduced number of impressions post this time. This happens even when our daily budgets are set high and the campaigns are on accelerated.".

 

I presume you meant the Campaigns are not on Accelerated delivery because if they were, this would be normal behaviour and expected.

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: Impression Issue

[ Edited ]
Explorer ✭ ✭ ☆
# 6
Explorer ✭ ✭ ☆

Hi Jon,

 

Thanks for the reply.

 

Would be difficult to share the URL on an open forum Smiley Happy

 

The drop on an account level has been from an average impression count of 1.7 million to 500k. We've seen that through the hour of day report as well that the impressions drop very drastically post 1 am. 

 

One thing to note is that the account was paused during the Xmas / New Year period for a few days since it was the holidays. But one shouldn't continue to see a huge drop like this once the account is back Live. 

 

The majority spend of the account is through GDN, so its difficult to gauge if this is due to search trends dropping in the countries we're in.

 

With regards to your other question, Yes, the campaigns were on standard delivery until recently, and we've switched them to Accelerated to try and see if we can spend to our earlier levels, but currently, we're not able to do that.

 

it's quite puzzling and we're waiting for a Google specialist team to get back to us. Will keep you'll posted on their response, but any ideas or suggestions would be very welcome Smiley Happy 

Re: Impression Issue

Top Contributor
# 7
Top Contributor

I'm sure you will have checked this - but if you are scheduling ads, what time zone is the account set to?

 

The scheduling is set by the account time and not the "user" time - thus we have clients who are in the US and advertise in Europe - we have to subtract the difference to set the scheduling - and this makes my head hurt sometimes... could be that this is casuing you some grief here....

Re: Impression Issue

Explorer ✭ ✭ ☆
# 8
Explorer ✭ ✭ ☆

Yes, we always analyze the report keeping this in mind and schedule accordingly. Currently though, we've removed all scheduling and in fact are pushing bids to 300% during the day to get more visibility, but to no avail Smiley Sad

Re: Impression Issue

Explorer ✭ ✭ ☆
# 9
Explorer ✭ ✭ ☆

Nikhil, from your original post, I say you have the Accelerated delivery setting turned on. Turn it off to Standard.

 

Accelerated means just that: the system will serve your ads as fast as possible. This means you spend most of your budget early in the day. That is the exact situation you describe.

 

There are a few reasons to see drastic drops in impressions on the content network. The main one is that a competitor(s) has better quality and/or better ad ranking. You are simply being outranked more than before because the system determines that someone else is better and Google will make more money.

 

Another reason may be publishers on the network making changes such as dropping out of the network. Check historical impression numbers by domain. Publishers may have changed other settings which affect you. One is blocking your ads.

 

You said you paused the campaign during Christmas and then restarted it. Technically, that should not affect anything. However, I read something about a year ago that said never to pause such campaigns because when you restart it, impressions will be down. Frankly, I didn't buy into it but given your experience, one has to wonder.

 

You say QS is low. Note that QS does not apply to the display network but it could be an indication that you have poor quality ads. Look at the Relative CTR columns at the campaign and group levels. You want that to be above 1.0 for good quality. Since Google themselves told you your quality is poor, my guess is it's below that level.

 

So here's my theory. Since you have poor quality ads, my guess is that pausing the campaign did have an effect. In essence, without you in the picture, the system realized that competitors have better quality and adjusted itself. When you restarted, having poorer quality, you were given less impressions which is normal as you are being outranked. It's like being pushed on the second page of search results.

 

The answer is to come up with better quality ads and try to regain the lost impressions.