Discovery campaign performance fluctuations: Targeting

Targeting settings (Audiences, location)

If your campaign is targeting a smaller group of users with very specific audience or location, it may also be more likely to have performance fluctuations. More narrow targeting means there are fewer auctions that your campaign is eligible to enter at any given time. You may notice larger changes in spending or serving if the competition increases or decreases in this smaller set of eligible auctions, because there are fewer auctions the system can enter and win to improve performance.

What you can do

Consider expanding your campaign’s targeting to increase the number of eligible options and improve the potential reach of your ads.

Targeting overlaps with other campaigns or ad groups

You may have multiple campaigns or ad groups in your account that are eligible to enter overlapping auctions due to similar keywords or other targeting (for example location and language targeting). If there is overlapping targeting, traffic may primarily go to one of your campaigns.


If you have multiple campaigns from the same account targeting the same audiences, only one will be entered into the auction. As a result, the campaign whose ads are not entering these auctions may not be serving as frequently.

What you can do

Review your campaign’s targeting and consider updating the targeting so it doesn’t overlap with other campaigns in your account.

Need something else?

Check other common reasons why your campaign performance is fluctuating.

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