In some cases, campaigns which continued to under-perform were switched to Maximise Conversions in order to return a superior ROI.
The results? When setting up a Target CPA bid strategy, expect a learning phase of anything up to a couple of weeks, depending on the conversion volume of your account. On the other hand, you may experience a reduced learning phase if you have a higher volume account, and are providing Google with lots of conversion data to base learning on. This is a machine-learning algorithm, so the more stable, long-term data points it has, the better it can form predictions and optimise for conversions.
Only once the learning phase had come to an end was the bid strategy optimised. Impression Share is the percentage of times your ads showed vs.
Instead, work on doing more with the impressions that you have. In those auctions where your ad is serving, chances are that conversion probability is high, so get to work on things like ad testing, as an increase in CTR will likely lead to a greater number of conversions.
Keep in mind that the target CPA you set may influence the volume of conversions you achieve. Depending on the amount of traffic your account generates, allow a week or so between changes, so that you are giving the algorithm enough time to adapt to the new target. Find out if you could do the same with our Google Ads Smart Bidding assessment tool.
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Find out if you're making mistakes in AdWords. While Target CPA bidding initially looked promising and revenue stable, over the next few months weekly spend, visibility and conversion value began to consistently dwindle.
This account also has a much higher Lifetime Value of a customer and minimal Cost of Goods sold compared to the previous example, and therefore was less of a single consideration for optimization. In this case, the account began getting throttled due to CPA thresholds.
When running target CPA, Google will manage bidding to attempt and get you as many conversions at your average target CPA that you set. This can lead to situations where accounts spiral into a decline and self-throttle their revenue. Based on this, when we started working with this client we identified an action plan to improve the account, return to previous levels or revenue and performance and aim to scale and grow while still considering CPA goals.
Switching to manual bidding gave us more control over bidding, aggressiveness, visibility, and the ability to scale while making other account changes. This combined with restructuring the campaign to allow more control over top-performing search terms, and the ability to segment keywords with different levels of performance in intent. Considering whether to switch from manual to automated bidding can be intimidating. We want to give you the tools to know what factors to consider before making that transition.
Are you struggling with Automated Bidding strategies? Reach out to us and one of our Digital Marketing Specialists can take a look at your account. We can help you identify why you might be encountering issues with Target CPA bidding in your account. Let's Grow Together. AdNabu helps improve sales in Google Ads for eCommerce companies. If you are running search, shopping or display campaigns in Google Ads, This software will be able to increase your sales.
Sign up today for a day free trial from here. All rights reserved. All You Need To Know About Target Cost Per Acquisition Bidding Are you a Digital marketer and searching for ways and methods to get traffic to your website , We provide a well-defined pathway and accurate solutions for your marketing plans.
Bid Limits Bid Limit is not recommended by Google Ads as it confines to lesser opportunities for your ads to show up whenever and wherever required. Maximum bid Limit The maximum bid which you can give to Google Ads for your Ad group or for a set of keywords while using Target Cost per acquisition Bidding.
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