Adalysis will show you an alert if the average cost per click (CPC) of some of your keywords (in campaigns using manual bidding) suddenly increases without you making recent bid changes so that you can conduct an analysis and find out the reasons. You will see the affected keywords and CPC metrics after clicking on the alert on your Dashboard.
By default, Adalysis will check for keywords with an avg. CPC increase of more than 30% over the last 7 days compared to the last 30 days. You can change these conditions in the Audit settings of your Adalysis account, as well as set specific click thresholds for triggering the alert.
Once you are aware of the keywords with rising CPCs, you can use some of the other Adalysis tools to find out the reasons.
Possible causes of a rising CPC may involve:
- Fluctuations in your Quality Score which in turn may be caused by recent changes to your ads or landing pages
- Recent changes in the competitive landscape
- Recent changes in targeting
You can also use the Performance Analyzer to see how the rising CPC affects your conversion volume and cost per conversion. Based on this information, you can decide whether to change bids for the affected keywords.