Just like the AdWords reporting suite, the custom alert section within left navigation is not designed for creating customized alerts. It is intended for custom alerts management, you set up. To create new customized alerts, you need to work within the Campaign tab.

Choose ‘create custom alert’ from the Alerts drop-down menu. It will help to notify you about things that can occur within your account.

PromoNavi is one of the best Google ads alerting tools that helps to monitor the following.

• High-cost alerts – Monitor the spending of your account because if it overcomes the budget then your potential conversions will choke.
• Conversion falling alerts – You gain an insight into system problems that are affecting the overall volume.
• Number of impressions/clicks falling alerts – You gain alerts about the sharp impression or traffic drop that indicates something is not correct within the targeting or ads campaign.
• Sharply dropping conversion percentage alerts – It indicates tracking issues, landing, problems, and more.

Custom alerts help to diagnose major problems and shifts within your campaigns. Custom alert management can be performed within the left navigation.

Who can benefit from Google AdWords custom alerts?

It is essential to set the right alert types. It helps identify main account-wide problems. They don’t take action like the automated rules but the concept behind this custom alert identifies what to check for. For example, if CPAs are steeply high, you can visit your account and identify the reason and resolve it.

Some of the essential custom alerts are –

• Spike in traffic – if you are a blogger will prefer to get a notification of crucial press mention or gain a link to his post from big-time influencers. Setting an alert that identifies traffic spikes allows staying over crucial online events impacting your web traffic. If your company goal is to create brand awareness, then a large traffic spike is definitely a thing that decision-makers must know about and act on.
• Spike in goal conclusions – Setting alerts for a sharp spike in goal conclusions means an ad is performing well. You can switch Goal Conversion Rate to Goal Value. Set a value condition, which represents the top end you expect to reach.
• Drop-in goal conclusions – Drop-in goal conclusions indicate something in the conversion funnel is smashed like a form or landing page. Use the same configuration like in spikes monitoring of goal conclusion but choose ‘% decreases’ option visible under ‘condition’.
• No traffic – You gain an alert if there are crucial issues that need attention.
• Spike in conversion – Set an alert for high traffic volume, goal conversions, and increase in the goal value. It will reveal your specific PPC ad content is worthy.
• Spike in goal value or conversions – Set an alert to keep track of Goal conversion rate or Goal value. It helps to find when a campaign is remarkably successful and surpasses your target KPIs.

Choose custom alerts that help to concentrate on traffic fluctuation and site activity. The fluctuations need to be most relevant to business goals as well as KPIs. The alerts need to help in working smartly but not rigidly.