Keywords with a falling ROAS

Alert name: Keywords with falling ROAS

For manual bidding campaigns, Adalysis will alert you if your conversion value/cost (i.e. return on ad spend, ROAS) of your keywords decreases despite no recent bid changes. This gives you the chance to analyze the results and pinpoint the reasons.

You'll see the alert under Keywords on your Audit > Alerts screen. Click on it to see a list of affected keywords and ROAS metrics.

Customizing your alert

By default, Adalysis will check for keywords with a ROAS decrease of over 30%. It compares the last seven days to the last 30 days. Go to Audit > Settings to change these conditions and set conversion value thresholds for the alert.

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

You can also create an automatic action to decrease bids for affected keywords.

Investigating ROAS trends

Use the Performance Analyzer to see how the falling ROAS affects your conversion volume and cost per conversion. You can then decide whether to change bids for the affected keywords.

Possible causes of a falling ROAS may include:

• Rising CPC — this may be due to decreased quality scores, changes in competition or targeting

• Decreased conversion rate leading to fewer conversions

• Decreased average conversion value