Once per week I run a "Custom" report that looks like this:
Date Range: Last 7 days
Options => All Keyword Names
Options => Keyword Status: Inactive
Options => All Active Campaign Names
Options => All Enabled AdGroup Names
Values => Current Maximum CPC
Values => Keyword Min CPC
This gives me a list of currently Inactive terms, and an easy way to locate them. Once located, simply click the little link below the term that's telling you what the new "Minimum CPC" is (why
, is still a mystery
), and make the recommended change.
The term is immediately back in action.
I've tried modifying the ad text to get a different Minimum CPC, but I can't seem to do it. My thoughts are that changing the ad text to spur changes in the MinCPC results in a less-effective ad. Hence the lower MinCPC. I'd just as soon up the bid a few pence and keep my well-performing ad.
Am I wrong?