Audit checks / MS-WST-02
Search term wasting money
Broad and phrase keywords match searches nobody chose. A search that keeps costing money and never converts is cheaper to exclude than to keep paying for.
- Fires when
- A search term that is not a keyword spent at least 2.0x CPA_t with no conversions in 30 days.
- What to do
- Instructions: add it as a negative keyword in Microsoft Advertising.
- How the impact is estimated
- waste = the term's spend with no conversions over 30 days, normalized to 30
- Platform
- Microsoft Advertising
- Severity
- medium
- Looks back
- 30 days
- Default thresholds (a workspace can change them)
- days: 30
- spend_x_cpa: 2
- Autopilot
- Never applied automatically.