Audit checks / APP-BID-01
Keyword's installs are dear
This keyword does bring installs, so it is worth keeping at a lower price. Not under Maximize Conversions, where a keyword's bid does nothing. A keyword following its ad group's bid gets steps and no one-click fix: Apple cannot put it back afterwards.
- Fires when
- A keyword's cost per install is above 1.5x CPA_t, with at least 5 installs and 30 taps in 30 days.
- What to do
- Lower its bid by 20%.
- How the impact is estimated
- waste = (cost per install - CPA_t) x installs in 30 days
- Platform
- Apple Ads
- Severity
- medium
- Looks back
- 30 days
- Default thresholds (a workspace can change them)
- bid_down_pct: 20
- min_installs: 5
- min_taps: 30
- over_x: 1.5
- Stays silent below
- min_installs in 30 days
- min_taps in 30 days
- Autopilot
- Never applied automatically.