Targeting settings (Audiences, Location, Language)
If your campaign is targeting a smaller group of users with very specific audience, location, or language settings, it may also be more likely to have performance fluctuations.
More granular targeting means there are fewer eligible auctions that your campaign is eligible to enter at any given time.
What you can do
Consider expanding your campaign’s targeting to increase the number of eligible options and improve the potential reach of your ads.
Targeting overlaps with other campaigns or ad groups
You may have multiple campaigns or ad groups in your account that are eligible to enter overlapping auctions due to similar targeting (for example location and language targeting). If there is overlapping targeting, traffic may primarily go to one of your campaigns.
What you can do
Review your campaign’s targeting and consider updating the targeting so it doesn’t overlap with other campaigns in your account.
Tip
Need something else?
Check other common reasons why your campaign performance is fluctuating.
