HUGE Drop In Impressions

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HUGE Drop In Impressions

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I manage a number of Microsoft Advertising accounts for clients and they have all experienced a HUGE drop in impressions since the start of April. There have been no changes in the account, but we have noticed that although ads are eligible to run and there are no issues with the keywords, a number of ads when checking say ads showing = 'no' for 'other reasons'.

We are talking a 50% impression drop in all accounts!

There have been no impressions lost due to rank, bid or competition so it doesn't make sense.

Has anyone else experienced this?
Has there been some kind of algorithm update that could have affected across the board like this?

Also, some days accounts are not showing ads at all one day, but are the next. There seems to be no rhyme or reason for this.

Please let me know your experiences or solutions if you have them!

Thanks in advance

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Answer 1

Hi KAH1990,

Thank you for contacting the Microsoft Advertising forum. I hope you are well.

I am fully aware that you have witnessed a drop in performance across multiple accounts, and I will ensure that this hiccup is swiftly resolved, but also providing insights in to why this has occurred.

As mentioned via the link here, It could be because it's a new keyword, your quality score is too low, your bid is too low, or some other reason.

New keyword: It can take some time before a brand-new keyword is eligible to deliver ads. If you just added this keyword to your campaign, please check it again later.
Quality score too low Learn about the Microsoft Advertising quality score and how to improve it
Bid too low: Raise your bid for this keyword and, if necessary, increase your budget for this campaign to increase your chance of beating out competitors to show an ad. Keep in mind, you can’t always get your ad to show by spending more money. Depending on the auction, an ad with a high quality score may outperform an ad with a lower quality score, even if the second ad's bid is higher.

However, there have been no recent changes that would hinder performance nor have there been any technical issues present internally.

A drop in performance tends to be more account based, so it would be highly beneficial if I can take a deeper look into your account to locate the reasoning behind this.

With this being said, kindly reply to my private message with details surrounding your account and include any additional questions – if needed.

I look forward to your reply.

Kind regards,

Damian | Microsoft Advertising Support Specialist | 800-518-5689

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HUGE Drop In Impressions

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