I have an ad group that did 150-200 clicks a day and is currently down to about 30. I have not changed the keywords, the ads, the landing page. What would cause such a dramatic fall in clicks in a few weeks?
Where were the clicks coming from, content or search? If they were coming from the search network and your keywords went inactive that could one reason. Another reason could be a dropping quality score which would lead to reduced impressions. The more details you can provide the better we'll be able to help you troubleshoot. AdWords Help Search: Impressions Dropping.
The clicks are coming from search (I have search and content separated). I have not changed the landing page or ads and I have not heard about a quality score update so I ruled that out (possible prematurely). Is there anything else it could be?
If the clicks are coming from search it could be due to your average postion dropping. That can happen when more competitors come on to the scene. There's no quality score update announcement...quality score change constantly based on a number of factors. Are you seeing the same number of impressions and just a drop in CTR?
Both impressions and CTR are slowly dropping. There have been a few new competitors pushing up the price of the keywords....and we have been slowly dropping positions. I did not expect such a dramatic drop in clicks by dropping a couple of positions.
A few postions one way or the other can make a HUGE difference in the total number of clicks. Since your impresions are dropping as well my hunch is you probably have a QS issue somewhere (ad or landing page maybe) somewhere too.