Starting in October, Demand Gen campaigns will be available to all advertisers in Google Ads and your Discovery campaigns will be eligible for upgrades. Contact your Google account team to upgrade your Discovery campaigns on your behalf. And if you don’t currently have a Google account team, your Discovery campaigns will be automatically upgraded by November.
Once upgraded, all of your historical data and learnings from your Discovery campaigns will be seamlessly carried over to your new Demand Gen campaigns, so you can take full advantage of the newly redesigned UI and start optimising your campaigns with new performance-enhancing features.
In this article, we’ll outline different reasons for Discovery campaign fluctuations and changes, why they may lead to changes in campaign performance over time and how you can use the tools in your Google Ads account to understand what’s driving these changes.
Keep in mind: It’s normal for your campaign performance to vary.
Before you begin
Assess performance based on your bid strategy and optimisation goal
Before making conclusions about your campaign performance, it’s important to first consider whether the settings that you're using match the metrics that your campaign is optimising towards. Updating your campaign’s bid strategy or optimisation goal settings to align with your business and advertising goals will help to ensure that you're focusing on the relevant metrics when analysing campaign performance to understand what drove fluctuations.
For example, Target CPA helps you get as many conversions as possible at or below the target cost per action (CPA) that you set. In campaigns using target CPA, cost per conversion and other conversion-related metrics may be better indicators of performance than cost per click and impressions.
8 common reasons why your performance is fluctuating
1. Recent changes to account or campaign settings
Editing any account or campaign settings, such as bid strategy, bid adjustments, bids, budget, keywords, audiences, demographics and ad scheduling can change your performance.
2. Conversion tracking setup and conversion delay
If there’s a sudden drop or increase in global pings or tag fires for a conversion action that your campaign is using for Auto bidding, this can result in a drop in serving and spending as Google Ads optimises towards your set conversion action.
3. Bids and bid targets
Your performance may fluctuate if your bids, bid limits or bid targets are set without taking into consideration the historical data that Google Ads will use to serve your ads.
Learn more about Discovery campaign performance fluctuations: Bids and bid targets.
4. Budget settings
Your campaign may be more likely to have performance fluctuations when its budget is limited.
Learn more about Discovery campaign performance fluctuations: Budget settings.
5. Creative coverage and diversity
Discovery ads are created using the assets that you upload, so it’s important to ensure that you have a diverse set of creatives across ad formats.
6. Targeting settings and overlaps (Audiences, location)
If your campaign is targeting a smaller group of users with a very specific audience or location, it may also be more likely to have performance fluctuations. You may have multiple campaigns or ad groups in your account that are eligible to enter overlapping auctions due to similar keywords or other targeting.
Learn more about Discovery campaign performance fluctuations: Targeting.
7. Policy and ad review status
Changes to the review status of your ads or keywords can affect your performance.
Learn more about Discovery campaign performance fluctuations: Policy and review status.
8. Other account issues
Issues with your payments, billing transfers or other account level issues can affect the performance of your account and the performance of your campaigns.
Learn more about Discovery campaign performance fluctuations: Account issues.