Keywords with a rising CPA

Alert name: Keywords with rising СPA

For manual bidding campaigns, Adalysis will alert you when the cost per conversion (CPA) of your keywords increases despite no recent bid changes. This gives you the chance to analyze the results and pinpoint the reasons.

You'll see the alert on your Audit alerts screen. Click it to see a list of affected keywords and CPA metrics.

Customizing your alert

By default, Adalysis will check for keywords with a CPA increase of over 30%. It compares the last seven days to the last 30 days. Go to Audit > Audit settings > Prebuilt > Keywords to change these conditions and set conversion thresholds.

You can also choose whether to track cost / conversion or cost / all conversions.

In your audit settings, you can create an automatic action to decrease bids for affected keywords.

Investigating CPA trends

Use the Performance Analyzer to see how the rising CPA affects your conversion volume and other important metrics. You can then decide whether to change bids for the affected keywords.

Possible causes of a rising CPA may include:

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

• Decreasing conversion rate