Google Adverts purchasing adverts bug leads to big CPC elevated; problem now resolved

Google has confirmed a bug with its Google Shopping Ads product where cost-per-click (CPC) prices rose from 50% to over 200% over the weekend. The issue occurred last night, Friday, November 12th, between 9:00 p.m. EST (6:00 p.m. PST) through this morning, Saturday, November 13th, at 12:00 p.m. EST (3:00 a.m. PST).

Confirmation. Google confirmed the issue on Twitter today, November 13th after 1:00 PM EST, saying, “The Google Ads system is between Friday, November 12th, 6:00 PM PST and Saturday, November 13th, 3:00 AM PM PST, encountered an unexpected issue affecting Shopping Ads. We have identified the problem and fixed it. Now everything works as expected. “

The Google Ads system experienced an unexpected issue affecting Shopping ads between Friday, November 12th, 6:00 PM PST and Saturday, November 13th, 3:00 AM PST. We have identified the problem and fixed it. Everything works as expected now.

– Google Ads (@GoogleAds) November 13, 2021

What’s next. If you are concerned, it appears that a Google Ads representative will be in touch with you with further details. Ginny Marvin, Google’s Google Ads Liaison, wrote on Twitter: “Affected advertisers will be notified with further details.” Of course, there’s no harm in reviewing your Google Ads reports to see if you’re affected, and then proactively reaching out to Google for help and refunds.

How bad was it. Take a look at this diagram from a Google Ads advertiser:

Why we care. If you have Google Shopping campaigns in Google Ads, you should check to see if your ads are affected. If so, please reach out to Google for help so that you don’t get overcharged and your advertising campaigns don’t suffer in other ways.

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About the author

Barry Schwartz is an editor at Search Engine Land and a member of the programming team for SMX events. He owns RustyBrick, a New York-based web consulting firm. He also runs the Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry’s personal blog is called Cartoon Barry and can be followed here on Twitter.

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