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CPL keeps going up?!
In the last few weeks, the CPL of my accounts keeps going up, even though I haven’t made too many adjustments. Could it be the time of year? Is it normal for CPL’s to sky rocket at this time of year?
I run mortgages ads for reference so I know the market isn’t the best currently.
Any guidance or advice would be really welcome 😉
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1 Reply
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I am seeing this in multiple accounts in different sectors as well.. tried a lot but no cure yet.
Interesting to see if more people are experiencing this…
Hypothesis: could pmax campaigns be “high jacking” most valuable keyword volume from seach campaigns?
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Any change you make to your campaigns can change your CPL, even what you may think is a small one. That change can be positive or negative. Of course, you hope a change will bring positive changes. The trick is determining which change, if any, is responsible. There’s also competitors and seasonality that can affect your campaign.
You say your CPL has skyrocketed. Typically such increases is because you implemented a change that proved to be negative. Is this increase coinciding with a change you made? There’s your likely answer.
Do you have previous data that show that mortgage shopping is affected this time of year? It’s something to look at. Also look at the insights report to see what competitors may be doing.
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Cpls have increased in 90% of industries.
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