App campaign performance fluctuations: Auction dynamics
The choices that other advertisers, who are participating in the same auctions as you, make can affect your campaign’s performance.
New competitors or existing advertisers who increase their bids can reduce your impression share. Use the Auction Insights report to identify these competitors and measure your performance against theirs. You can also use the Insights tab to identify top moving segments like devices or locations that are impacting your performance, positively or negatively. Additionally, check your account for keyword overlap if multiple campaigns target the same terms, they can compete against each other and drive down overall efficiency.
Example
If an advertiser using the same targeting as you increases their bids, your ad rank may drop, leading to fewer impressions. To recover performance, ensure your bid targets (like tCPA or tROAS) are aligned with your actual historical performance. Setting targets that are too restrictive can cause the bidding strategy to restrict its reach and miss out on eligible auctions. You may need to increase your bids or improve your Quality Score by making your ad creatives and landing pages more relevant. Use the Ad Preview and Diagnosis tool to identify specific reasons why your ad might not be appearing for certain searches.
Need something else?
Check other common reasons why your campaign performance is fluctuating.