There are multiple reasons why the performance of a particular account may suffer. The online advertising world is a constantly changing landscape. Competition intensity changes, user behavior varies, external events like weather or politics all affect how Ads campaigns perform over time. Another factor affecting the performance of your account is the changes you or the tools you use do. Before you go into panic mode, please spend some time and try to identify the possible cause of this performance drop. Here are a couple of ideas for your troubleshooting: – Changes on your website or your products/listings – Settings in the bid management tool – Competitor activities – Seasonality and benchmarking – Changes in shoppers’ behavior – External events – Changes in the advertising platform Read on to learn more about why your ads are not performing.