Friday night, Google Ads had a bug of some sorts that caused the expense per click (CPC) rates to increase on many Shopping Ad projects. Google verified the problem on Saturday afternoon and resolved it moving forward. The company promised to connect to those impacted.I covered this problem on Saturday at Search Engine Land too but it is crucial that any of you who have shopping campaigns examine your reports and projects to ensure all is excellent. Google may need to release you a refund for the increases in your CPCs and traffic issues.Google stated on Twitter “The Google Ads system came across an unexpected problem in between 6pm PST on Friday Nov 12 – 3am PST Saturday, Nov 13 that affected Shopping Ads. We recognized and fixed the problem. Whatever is working as expected now.”The Google Ads system encountered an unforeseen problem in between 6pm PST on Friday Nov 12 – 3am PST Saturday, Nov 13 that affected Shopping Ads. We identified and fixed the problem. Whatever is working as expected now.– Google Ads (@GoogleAds) November 13, 2021 Google likewise said “impacted marketers will be alerted with more information.” So if you were not informed, please do reach out to a Google Ads rep.CPCs reviewed 200% the regular rate for some!! Look at percent modification on these different accounts https://t.co/WdmIwcMW9W pic.twitter.com/xqdhoWWVgS— Mike Ryan (@mikeryanretail) November 13, 2021 Also in this Google Ads Help thread this advertiser said “Yesterday I had my best day in terms of sales with an average CPC of 0.35 EUR and 800EUR of advertisement invest in the day. Today my average CPC has increased to 0.75 EUR. It is just 4PM in France and Google invested more than 900EUR while my everyday spending plan is 800EUR.”Forum conversation at Twitter.

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