I am seeing sharp fluctuations in my Google SEM campaigns. Specifically I see the following:
1) After launching a new campaign, the spend is around $2000/day for the first week. After that it gradually drops to ~$500/day. Our quality score in general is quite low, and my theory is that Google is penalizing us for that.
Are there any other factors that could cause this?
2) How can I identify opportunities to scale spend? I tried adding more keywords and launching additional campaigns. I also tried more aggressive optimization strategies such as maximize conversions.
Is there anything else that I can try?
3) Most of our keywords are broad match. Should I try more exact match KW?