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PMax campaign sudden increase in Impressions and Thus Cost
Hello everyone!
I have recently encountered a significant change in my PMax campaign that has resulted in a sudden increase in wasted spend and higher advertising costs than the conversion value.This issue arose just a few days ago when my campaign’s impressions skyrocketed from the usual 30,000 impressions to an astonishing 1,000,000 daily impressions. As a result, the number of clicks and the associated cost also surged dramatically over just a few days.
To address this problem, I have already adjusted the tROAS to a higher value, but unfortunately, it hasn’t had any noticeable impact thus far. I’m seeking guidance on what additional actions I should take to get the campaign back on track? Moreover, I’m curious to know the potential reasons behind this sudden surge in traffic?
Is it possible that this will get resolved by itself, and I will just have to take a loss for the upcoming few days?
Any insights or suggestions you can provide would be greatly appreciated. Thank you in advance for your assistance!
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1 Reply
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The surge could be many things with PMX. It’s algorithmic, working its way through options through each day – all in a black box. You would need to describe the age of the campaign and any recent changes (and I mean ALL changes, as everything influences the algorithm) before anyone could narrow this down.
We find that they *do* settled down or smooth out as your campaign exercises the machine learning using parameters from your seeds, site, etc. Think of it as a convergence. However if you make big changes, you disrupt the machine’s steady state, and it may fluctuate again for a while.
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Set up this script – you should get some answers that way. https://github.com/agencysavvy/pmax/
I suspect it’ll show an increase in display reach.
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I’m a bot, *bleep*, *bloop*. Someone has linked to this thread from another place on reddit:
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[X-POST] PMax campaign sudden increase in Impressions and Thus Cost
byu/polygraph-net inclickfraud -
I utilized the performance max placements report thanks to nikelz suggestion and I identified that the major contributors to the increased impressions and spending were from mobile applications.
In response, I made the decision to exclude all mobile applications from my pMax campaign a couple of hours ago. Surprisingly, it already appears to have a positive impact on the campaign. However, I understand that it will take some time for the campaign to optimize and learn from these new parameters, leveraging machine learning techniques. I’m hopeful that this adjustment will help me get the campaign fully back on track in the near future.
I would appreciate any insights or feedback from the community regarding the exclusion of mobile applications. Considering that my advertising efforts is for a eCommerce store, where purchases are predominantly made on desktop devices, I don’t believe mobile applications are generating significant, if any, conversions so it should in theory not have any negative long term impact on my campaign.
Does anyone have experience with similar adjustments if it had any negative long term impact on the campaign, I would greatly value your input regarding these exclusions I made today?
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