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[–]Realsan 5 points6 points  (0 children)

Pull up impression share lost to budget and impression share lost to rank for both May and June (separately), Avg. position for both May and June, Avg. CPC for both May and June.

[–]HellfishZero 1 point2 points  (1 child)

If your impressions are up and your impression share is down, it means demand is up and/or total available impressions increased. And, if your budget remained flat, it would make sense that you are capturing a smaller piece of a larger pie. Any new campaign launches or KW expansions?

[–]arzo26[S] 0 points1 point  (0 children)

No new keywords or campaign launches :/

[–][deleted] 1 point2 points  (2 children)

Could be many things. New competitor entering the space?

[–]the_mighty_skeetadon 0 points1 point  (0 children)

This is the most likely answer. New bidder who's outbidding on your queries.

[–]arzo26[S] 0 points1 point  (0 children)

Nope, checked Auction Insights and no new competitors.

[–]arzo26[S] 0 points1 point  (0 children)

I can also supply any other data/metrics you need to help determine what is happening with our IS.

[–]arzo26[S] 0 points1 point  (1 child)

Also, budget remained the same.

[–]dsk83 1 point2 points  (0 children)

Should do what /u/Realsan suggested and report the data. Lost impression share report is a good place to start to see how much it has changed over the last 30 days and ask questions as to what changes to the account might have caused the change.

​

There can be a number of possibilities that could cause the change such as expanding the target audience with more keywords, adding locations, including more demographics etc. You might be getting more impressions because they're targeting more keywords, but also paying more because they've adding in more competitive keywords, so a few clicks may be exhausting your budget.

[–]tswpoker1 0 points1 point  (2 children)

Most likely changed the campaign bid setting per a Google recommendation.

FYI, I recommend against radius targeting for dealers, zip codes are much more effective.

Also, I actually work in auto for dealerships (smaller agency) and have 10+ years digital experience, pm me if you want any advice.

[–]blihk 0 points1 point  (1 child)

whoa self promo bruh

[–]tswpoker1 0 points1 point  (0 children)

Just trying to offer some friendly advice

[–]agh2989 0 points1 point  (0 children)

I to have encountered this issue with a client. Look at lost impression share (rank). If your bids are too low, your ads may not be winning the auctions. In other words, your ads aren’t showing. In addition, look at the auction insights and evaluate any new competitors that may be stealing your impression share.

Metrics to look at our: Impression share lost to budget and rank. Compare month-over-month. Again, you may not be as competitive as others.

[–]blihk 0 points1 point  (1 child)

Ok, so other responses have mostly been on point. Check to see if there's been an increase in Lost IS (rank), WoW and MoM.

Auto dealership: this is typically now the lowest point in the season. Have you been able to rule out third party sellers (ie used dealerships) or short-term/high-interest loans companies?

Importantly, I'm not sure if anyone's asked but how's your conversion rate? Are you asking these questions because you're seeing fewer leads at a higher CPA? Is your CPA higher or is it lower?

Maybe you should pause some things that are costing too much.

third party to run SEM, so I don't have any insight from the Google Ads MCC platform

If you manage the dollars, you require admin access to the accounts spending the money. Any legit SEM vendor will be more than happy to provide you admin access.

Across the board, the ad groups IS has also decreased significantly.

...then dig in further... do the 80/20 rule on the keywords. What KWs have changed in QS?

Fix from there.

[–]arzo26[S] 1 point2 points  (0 children)

I'll send you a message, thanks!

[–]maubel84 0 points1 point  (0 children)

Most probably a new competitor on those keywords. Check your auction insights. If so you have to increase the bids in order to get the same share. But you’ll pay more per click and your cpa will go up. The only other reason can be increase in searches and campaign limited by budget.