Why did AdWords CPC go up?

Question

contextual advertising

Good afternoon!
There is a campaign. Unscrewed it for a month. CPC was X, conversion was 18%.
Yesterday I decided to add extensions to the announcement (additional links, clarifications, structure description, etc.). As a result, the CTR increased by 2%, but the cost per click also increased by 5-10%. Why has the price increased? Is it really necessary to remove extensions or lower rates in order to return the previous price?

Answer 1

Add all the information to the page where the ad leads.
And in the ad itself - only the essence.

Answer 2

Look at the statistics, did the ad position increase in this period?

Answer 3

It is advisable not to look at intraday fluctuations, it is better to evaluate the indicators at least from week to week, because. a lot of people are advertised price jumps. What you did is right, your ad received a higher quality percentage and began to show higher, the CTP increased, the total number of clicks most likely increased, and the price fluctuated. To reduce it, you can simply lower the cost per click, the number of clicks will also decrease, but it will probably become the same as before.