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CPC stays low, IS Lost high, even as I increase bids
I’ve got an urgent care client for whom I’ve jacked up bids as high as $17. No matter what, CPC continues to be under a $1. That would be OK if it were just because there wasn’t any competition and I was getting cheap clicks due to current circumstances, but IS Lost is 20% to 30%.
I either need to spend this budget, or understand what’s going on so I can explain to client. Hoping someone can help.
Do you have any idea what’s going on?
**EDIT**:
IS lost to budget is 0%. It’s between 40% and 80% lost due to rank. I haven’t had a Limited by Budget message in months.
**EDIT 2:**
The weird thing is that I’ve been running this account for about a year with no issues. This is a recent problem.
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3 Replies
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What’s your daily budget set at?
IS lost is usually because you ran out of your budget for the day and that can be solved with increasing the budget, or lowering your CPC.
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How’s quality score of your ads looking? Have you double checked to make sure there are no aggressive negative bid multipliers (geo, audiences, devices, schedules, etc.)?
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This is easy. Good on you for providing all the information we need.
Your CPCs still aren’t high enough to compete for the competitive variations of your keywords. You’re only serving ads for non-competitive variations and this is why both IS is low and CPC is low.
> The weird thing is that I’ve been running this account for about a year with no issues. This is a recent problem.
COVID-19 has done strange things to all of our markets, healthcare especially. It’s very competitive now.
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