Keywords with a rising CPC

Alert name: Keywords with rising CPC

For manual bidding campaigns, Adalysis will alert you if the average cost per click (CPC) 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 for a list of affected keywords and CPC metrics.

Customizing your alert

By default, Adalysis will check for keywords with an average CPC 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 click thresholds.

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

Investigating CPC trends

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

Possible causes of a rising CPC may include:

• Fluctuations in your quality score — this may be due to recent changes to your ads or landing pages

• Recent changes in the competitive landscape

• Recent changes in targeting