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Pmax CPC keeps increasing: How do I control it?
Hi
I have an account, where we spend around 7.000 EUR/Monthly on PMAX.
Until april the CPC was pretty steady. Around 0,4-0,5 EUR/click.
But this month is has just skyrocket. It keep going up and up, and the last week the CPC has been around 1 EUR/click.
We have tried to increase ROAS% in order to try to get it back down, but nothing happens. ROAS% goal went up with around 60% this month. The conversation rate is the same, so the high CPC actually cuts our profit in half.
When I look into it, it is usually due to daily spikes, where the CPC on certain products reaches up till 10 EUR/click, But it is not the same product. It keeps changing, their is no system in it, so we cant just leave out some products.
So it could be cpc of 0,4-0,5 from 08-10, and then for one hour it could be CPC for 5-10 EUR, and then it goes down, and after a few hours it spikes again. But also different timeperiods each day.
It is very strange.
Can we do anything here?
BR
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1 Reply
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If you have one PMax for all your SKUs. Could look at breaking SKUs out into two PMax campaigns. Could look at using standard shopping if you want more control on your CPCs.
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