How to adjust Target CPA when conversions went down
I noticed conversions in one of my campaigns went down last month compared to previous period. I listed changes that I made below, I wonder if any of these caused the drop in conversions:
- Location bid for New York increased by 10%, but conversions went down (no idea why..)
- Tablets bid decreased by 10%, and conversions went down
- Target CPA remains the same, and they are all higher than cost/conv. in the past three months
- Anything else hasn't been changed.
What adjustments should I make in order to get more conversions?