My Google Ads clicks suddenly dropped. Why?

By: Jyll Saskin Gales, Google Ads Coach

Have you ever experienced a sudden drop in Google Ads clicks and wondered what went wrong? You're not alone! Many advertisers, especially those new to the platform, anxiously monitor their campaigns hour by hour, hoping for a steady stream of clicks. But here's the truth: obsessing over hourly fluctuations, or even daily fluctuations, is a recipe for stress and won't help you make informed decisions.

The Perils of Monitoring Too Closely

While it's tempting to constantly refresh your Google Ads dashboard, it's important to remember that advertising data fluctuates naturally. Between that and data delays, hourly changes won't provide a clear picture of your campaign's performance and can lead to unnecessary worry. There are many reasons why your clicks might drop within a short timeframe, such as changes in competition, ad scheduling, or even the time of day.

The 30-Day Rule: Your Google Ads Compass

Instead of fixating on hourly data, shift your focus to a more meaningful timeframe: the last 30 days. Analyzing data over a longer period gives you a more accurate understanding of your campaign's overall performance and helps you identify trends and patterns.

There are exceptions to this rule, of course. If you've just launched a new campaign, you might want to check in daily for the first few days to ensure everything is running smoothly. Similarly, major events like holidays or sales can cause temporary fluctuations in performance, warranting more frequent monitoring.

When Clicks Disappear: The Case of Invalid Clicks

If you notice a decrease in clicks over a longer period, like a few days or weeks, it could be due to invalid clicks. Google's system automatically detects and filters out invalid clicks, such as those generated by bots or accidental double-clicks. This ensures you're not charged for clicks that don't contribute to your campaign goals.

The Bottom Line: Stay Calm and Focus on the Bigger Picture

Don't let hourly or daily fluctuations in your Google Ads clicks send you into a frenzy. Instead, focus on analyzing data over longer periods, like the last 30 days, to gain meaningful insights and make informed optimization decisions.