Demand Gen campaign performance fluctuations: Targeting

Targeting settings (Location, Language)

If your campaign is targeting a smaller group of users with very specific location or language settings, it may be more likely to have performance fluctuations. More narrow targeting means there are fewer auctions that your campaign is eligible to enter at any given time. You may notice larger changes in spending or serving if competition increases or decreases within this smaller set of auctions your campaign is eligible for.

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. If you do expand your targeting, please give the campaign 7-14 days to settle before evaluating the performance.

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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 keywords or other 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.

Note: You may see an increase in your spend if recently turned on Optimized targeting, or expanded location or language targeting. We recommend that you wait 7-14 days after making these major asset changes, before assessing performance, while also accounting for conversion delay.

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Need something else?

Check other common reasons why your campaign performance is fluctuating.