The nation’s attention is focused on the Solar Eclipse. This disruption, not only to the familiar patterns of the Sun, Earth and the Moon, also disrupts AdWords performance.
For those that have keywords that match ‘eclipse’ but are unrelated to the event, we would expect a spike in Eclipse based searches. This creates a spike in impressions (but not an increase in Conversions). Examples include Mitsubishi Eclipse, Eclipse software, etc.
While the Solar Eclipse happens occasionally, events outside your AdWords data is something that needs to be accounted for constantly. We are experts at maintaining AdWords performance despite events and news headlines that you cannot control.
Check out the trends for eclipse searches on google: