> For the complete documentation index, see [llms.txt](https://docs.adalysis.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.adalysis.com/tools/audit/prebuilt-alert-list/keywords/keywords-with-potential-for-higher-impression-share.md).

# Keywords with potential for higher impression share

Alert name: Keywords with potential for higher impression share

Adalysis will alert you to keywords with a lower cost per conversion compared to their ad group. You'll see the alert on your **Audit alerts** screen with a list of affected keywords, cost / conversion and impression share data.

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2Fs5Cpv1W0wPEMzi7ncYLu%2Fimage.png?alt=media&amp;token=47ac8b4b-08f3-48cb-9b37-f6c32e92eb67" alt=""><figcaption></figcaption></figure>

{% hint style="warning" %}
**Important:** We exclude keywords with bidding changes in the analyzed time frame. By default, Adalysis will check for keywords with a cost per conversion that's half the ad group average, with an impression share below 70%.
{% endhint %}

### Customizing your alert

Go to your **Audit** > **Audit settings** > **Prebuilt** > **Keywords** to set custom conversion thresholds. You can also choose to track results based on **cost per conversion** or **cost / all conversions**.

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FPRiDLzXEu27N8FvNvnFD%2Fimage.png?alt=media&amp;token=44e91334-ebfe-4e16-ac2e-b0fa56cc126d" alt=""><figcaption></figcaption></figure>

If you're using manual bidding, you can automatically increase bids. You can also move top-performing keywords to their own ad groups or campaigns for better control, impression share and conversions.