A new feature for the Conversion Optimiser tool lets Adwords users set a bid based on the average amount that they’d like to pay for a conversion.
The Target CPA Bidding feature allows advertisers to set bids for PPC ads based on a desired average rather than the maximum amount they are willing to pay. According to Emily Williams of the Inside Adwords crew, the new feature is in response to feedback from PPC agencies and other users, gathered since the Conversion Optimiser tool was first launched in 2007.
Previously, the Conversion Optimiser only allows user to use set the maximum CPA bids for campaigns. Williams says that even with this original limitation, the tool has still allowed PPC advertisers to boost their conversions by 21% on average as well as make an average 14% decrease in CPA.
To set up Target CPA bidding, users just have to go to the settings tab in their AdWords account, click on ‘Focus on conversions’ and click ‘advanced options’. The tool is only available for campaigns that have implemented conversion tracking and have seen a minimum of 15 conversions in the last 30 days.
“We launched Conversion Optimisers in 2007 as a tool to improve your campaign ROI, [which] analyses your conversion tracking data and automatically adjusts your bid for each auction,” says Williams. “Over the past few years, we’ve been pleased to hear from a number of you that you’ve seen significant ROI improvements after implementing Conversion Optimiser.”
“We hope that the additional target CPA bidding option will make it even easier for you to boost your AdWords ROI.”
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