Target CPA Bidding: A new way to meet your ROI goals with the Conversion Optimiser

Thursday, May 6, 2010 | 9:53 AM

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Today we’re announcing a new enhancement to the Conversion Optimiser: the option to set a bid that reflects the average amount you’d like to pay for a conversion rather than the maximum you’re willing to pay for a conversion.

We launched the Conversion Optimiser in 2007 as a tool that studies your conversion tracking data, then automatically adjusts your bids for each auction to improve your campaign ROI. Over the past few years, we’ve been pleased to hear from a number of you who have seen ROI improvements after implementing the Conversion Optimiser. In fact, analysis across advertisers using the tool indicates that, on average, advertisers experience a 21% increase in conversions along with a 14% decrease in CPA.*

Our latest update to the Conversion Optimiser was made in response to your feedback. We’ve heard from many of you that while the tool has historically required you to set a Max CPA bid, you’re really more accustomed to thinking in terms of a target or average CPA when it comes to managing your online advertising. We hope that having the additional Target CPA bidding option will make the Conversion Optimiser an even easier tool for boosting your ROI.

If you’re happy using Max CPA bids with your Conversion Optimiser campaigns, then there’s no need to make any changes to your campaigns. However, if you’d like to start managing in terms of Target CPA moving forward, this option is now available.

To enable Target CPA bidding, visit the Settings tab in your account, select ‘Focus on Conversions,’ and click ‘Advanced Options.’ Note that the Conversion Optimiser is only available for campaigns that have implemented conversion tracking and have received at least 15 conversions in the last 30 days.

For those of you who are ROI-focused but haven’t implemented the Conversion Optimiser, we encourage you to give it a try. To read real life success stories & learn more about how the Conversion Optimiser works, visit

*This analysis compares the performance of Conversion Optimiser campaigns over the course of a year with a control set of campaigns and represents the average impact of Conversion Optimiser. The actual impact will vary from campaign to campaign.