Overview of the Rule

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What This Rule Means

This rule pauses keywords in your campaigns when their Cost Per Conversion exceeds your set limit (e.g., ₹200), preventing wasteful spend on poor performers and ensuring your budget focuses on the most relevant and effective keywords.

This rule is designed to:

• Detect keywords with costly conversions
• Automatically pause inefficient keywords
• Maximize budget efficiency by focusing on top-performing and highly relevant keywords

Benefits of This Rule

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Benefits of Automatically Pausing Keywords with Suspicious or Low-Quality Click Patterns

Automatically pausing keywords that show signs of invalid, excessive, or low-quality clicks helps protect your budget by stopping wasteful spend and improving overall campaign efficiency.

• Rapid Low-Quality Clicks Within 30 Minutes: If a keyword receives a high number of clicks within a short time frame (e.g., 30 minutes) but no conversions, it suggests irrelevant or invalid traffic. The rule pauses the keyword to prevent further budget loss from non-buying visitors.
• Consistent High Cost Over 24 Hours Without Conversions: A keyword consistently spends over ₹200 in a day without generating conversions. This sustained poor performance triggers the rule to pause the keyword until performance improves.
• Low Conversion Rate Despite High Click Volume Over 3 Days: When a keyword gets many clicks over a few days but very few or no conversions, leading to a high Cost Per Conversion, the rule pauses it to prevent draining your budget.
• Sudden Increase in Invalid or Bot Clicks Over 1 Hour: An unexpected surge of invalid or bot clicks on a keyword inflates its cost quickly. If conversions don’t follow, the rule pauses the keyword automatically to protect your ad spend.
• Broad Match Keyword Bringing Irrelevant Traffic Over Several Hours: A broad match keyword attracts irrelevant or non-intent traffic for several hours, causing a spike in Cost Per Conversion. The rule pauses it to save budget for relevant searches.

How the Rule Works (Mechanism)

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This rule continuously monitors each keyword’s Cost Per Conversion to identify those that exceed your set threshold. It uses defined conditions to determine when to pause keywords, ensuring your ad budget is spent efficiently. Additionally, you can control how frequently the rule evaluates keyword performance, balancing responsiveness with operational practicality.

How This Rule Protects Your Budget — Condition and Trigger Explained

The rule protects your budget by pausing keywords that become too costly to maintain. It does this based on two key conditions:

• Cost Per Conversion Limit: A maximum Cost Per Conversion you set (e.g., ₹200). Keywords costing more than this are flagged.
• Minimum Activity Threshold: To avoid acting on insufficient data, the keyword must meet a minimum number of clicks or impressions before being paused.

Only when both conditions are met—the Cost Per Conversion exceeds your limit and the keyword has enough activity—the keyword is paused automatically. This prevents premature or erroneous pauses and ensures the budget is allocated only to efficient keywords.

How Often This Rule Checks Your Keywords — Frequency and Timing

The frequency of rule execution determines how quickly inefficient keywords are paused. You have multiple options to schedule these checks:

• Real-Time Monitoring: Evaluates keywords immediately after every click or conversion event for the fastest reaction.
• Hourly Checks: Reviews keyword data once every hour, offering a balance between speed and resource use.
• Every 4 Hours: Conducts six reviews daily, suitable for campaigns with moderate traffic.
• Daily Checks: Runs once per day, ideal for low-traffic or long-duration campaigns.
• Peak Hours Only: Activates during predefined high-traffic periods to focus budget control when it matters most.
• Custom Schedule: Enables you to define specific times or days based on your campaign’s unique needs.

Selecting the appropriate frequency ensures timely optimization without unnecessary interruptions.

What Happens to Automatically Paused Keywords and How to Reactivate Them

Paused keywords remain inactive until you manually review their performance. Pausing is a safeguard, not a permanent ban. You can analyze the paused keywords to identify problems such as:

• Poor ad relevance
• Ineffective landing pages
• Incorrect bids

After making necessary improvements, you manually reactivate the keywords to resume their participation in your campaigns. This controlled reactivation helps maintain campaign efficiency while avoiding waste.

Examples

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• Rapid Cost Spike Within 30 Minutes: A specific keyword triggered the rule after spending ₹200 within just 20 minutes without generating any conversions. The rule automatically paused the keyword, preventing further budget loss due to irrelevant or invalid clicks.
• Sustained High Cost Without Conversions Over Several Days: One keyword repeatedly exceeded the ₹200 Cost Per Conversion limit across multiple days without any bookings. The rule paused the keyword, protecting the client’s budget and allowing reallocation to more profitable keywords.
• Surge in Invalid or Accidental Clicks Increasing Costs: A keyword experienced a sudden increase in accidental or fraudulent clicks, causing its Cost Per Conversion to spike with zero conversions. The rule paused the keyword immediately to safeguard the campaign budget.
• Automatic Budget Shift to Better Performing Keywords: Once a costly keyword was paused by the rule, the saved budget was automatically redirected to keywords with lower Cost Per Conversion and higher conversion rates, improving overall campaign ROI.

FAQs

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Common questions and answers about Cost Per Conversion rules.