Adalysis will alert you to keywords that have a higher cost per conversion compared to their ad group average. This alert will be displayed on your Dashboard and can be viewed by clicking on it, which will show the average cost per conversion of the affected keywords in comparison to their respective ad groups.
We only consider keywords where bidding hasn't been altered in the analyzed time frame (for campaigns using automated bidding strategies, keywords will be ignored if their ad groups have recently had target value updates, such as target CPA or target ROAS changes). This ensures that notifications are only sent regarding keywords that are experiencing higher cost per conversion for reasons other than bidding.
By default, we will alert you to keywords with twice the average cost per conversion when compared to their ad group. You can change these conditions in the Audit Settings of your Adalysis account and also set custom conversion thresholds for triggering the alert.
You can also select whether you want to track results based on your conversions or all conversions (i.e., Cost/conv. or all Cost/all conv.) in the alert settings.
Once you are made aware of the keywords with more expensive conversions, you can take action accordingly. In campaigns with manual bidding, you may want to identify the reasons for the increased cost per conversion, such as a low conversion rate or high CPC, and consider analyzing related metrics such as impression share and conversion volume before deciding to decrease bids.
In campaigns with automated bidding, you may choose to separate the poorly performing keywords into a different ad group and set a different target value for it, or even move the worst performing keywords into separate campaigns for better budget control.
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