There are two possible reasons you are getting fewer impressions than you expected for a product you are promoting:

  1. Your budget may be too low. Once we run out of your daily budget, we stop showing your product. Even before we run out of your daily budget, if we estimate that we are likely to run out of it much earlier than the end of the day, we may slow down how often we show your ad. If this is the reason you are receiving too few impressions, the solution is to increase your budget. You can identify the problem if you see that we are spending close to your full budget every day.

  2. Your bid may be too low. If the market for premium placements in your product category becomes competitive, other vendors may be outbidding you for the impressions. You can identify this problem by noticing that we are not spending your whole budget. This can happen even if your CPC is meaningfully below your bid. If this is the reason you are receiving too few impressions, the solution is to increase your maximum bid. Your CPC will go up only if you start winning more impressions.

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