Keywords generating expensive conversions

Alert name: Expensive keywords

Adalysis will alert you to keywords that have a higher cost per conversion than their ad group average. You'll see the alert on your Audit alerts screen. Click it for a list of affected keywords and cost per conversion data.

Important: We exclude keywords with bidding changes in the analyzed time frame. For campaigns using automated bidding strategies, this means no recent target CPA or target ROAS updates. This means you don't get alerts for keywords with higher cost/conversion due to bidding changes.

Customizing your alert

By default, Adalysis will check for keywords with twice the average cost/conversion compared to their ad group. Go to Audit > Audit settings > Prebuilt > Keywords to change these conditions and set conversion thresholds for the alert.

You can also choose whether to track results based on conversion value/cost or all conversion value/cost.

Investigating the performance trend

For manual bidding campaigns, use the Performance Analyzer to identify the factors behind the increased cost/conversion. This may include a low conversion rate or high CPC. Look at related metrics such as impression share and conversion volume before deciding to decrease bids.

In campaigns with automated bidding, we recommend separating poorly performing keywords into different ad groups or campaigns, in bulk. This means you can set different target values.