Traffic quality monitoring
A search campaign can stop working while every number you normally look at stays still. The clicks keep arriving, the daily budget keeps clearing, the cost per click barely moves. What changed is who is clicking: the keywords drifted, the auction started matching different searches, and a growing share of the money is now going to people your offer was never for — renters when you sell, one-bedroom searchers when you list three-bedrooms, price-shoppers well below your range. Nothing that watches spend can see that. Spend is exactly what does not change. You find out weeks later, from the leads that stopped coming. Erdo watches for it directly. Once you connect a Google Ads account, Erdo runs a daily read of two things — how well the traffic is converting compared to that same campaign’s own recent history, and what the money actually bought — and raises an item in your attention feed when either one moves.What it reads
Conversion rate against a trailing baseline, not against yesterday. The last seven days’ conversion rate is compared to the three weeks before it, per campaign, with the click and conversion counts reported beside every rate. A week-on-week check cannot catch a slow decline, because the thing it compares against is sliding too: a rate that loses a few percent a week always looks “in line with last week”, right up until it has halved. The composition of the searches you paid for. Every search term from the last seven days is bucketed by what the searcher actually wanted, judged against what you sell — someone who could buy, someone searching your own brand, a renter, a different product, a price-shopper, a competitor’s name, a researcher. Erdo then reports the share of your paid clicks going to searches your offer cannot serve, this week and last week, with the change between them. Two things raise a flag: that share sitting above about a third of your paid clicks, or rising by ten points or more in a week at any level. The second is the early one, and it is the one nothing else can see.What the alert tells you
The two readings together say which problem you have, which is what makes the alert worth acting on:- Conversion rate down and off-offer clicks up — the traffic changed. The keywords are matching the wrong searches and the term set needs work.
- Conversion rate down, composition unchanged — the same people are arriving and no longer converting. That points at the page, the offer or the form, not at the keywords, and Erdo says so rather than recommending an ad change that cannot fix it. (Your pages have their own watcher.)
- Off-offer clicks up, conversion rate still holding — the waste has started but has not yet outweighed the good traffic. The cheapest possible moment to act.