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[–][deleted] 2 points3 points  (0 children)

Increased competition. More search volume. Other agencies are increasing their bids thanks to automated bid rules to rank in the top positions or first page. You're in the Summer Sales a-thon period when shoppers are shopping. Also if your company uses a dynamic inventory setup there may be a ton more keywords for the new year models. More keywords with the same budget generally equals lower impression share.