[axod]

The article didn't saw how traffic was affected, but if impressions are down, it follows traffic would be.

My point is that a lower CPA is largely useless if the volume is also lower.

If you have the volume, you can tweak ad copy, keywords, etc to bring the CPA down to what you're willing to pay. If you don't have the volume to start with, there's nothing you can do.

[fcr]

if impressions are down, it follows traffic would be

From what I understand it depends on the CTR.

My point is that a lower CPA is largely useless if the volume is also lower.

Now I don't get this. If you want more volume, you buy more impressions, don't you? CPA going up means you get more value for money invested.

Please correcct me if I am wrong.

[axod]

>> "If you want more volume, you buy more impressions, don't you?"

Most of the time bing/live don't have the volume to sell. I've tried raising bid prices to crazy town. Still just small trickle compared with google.