Target CPA

Target CPA asks Smart Bidding for as many conversions as it can get at about this average cost. Set close to what the campaign achieves, it gives control without starving it.

Set far below reality, it throttles the campaign. Set far above, it does nothing at all.

1. Open a campaign, then Settings, then Bidding, choose Target CPA and set the target.
2. Or set it on a portfolio strategy, under Tools, then Budgets and bidding.
3. Add the Target CPA column next to Cost / conv. to compare.
4. Change it in steps of 10 to 20%, with a week or two between steps.

A campaign achieves €55 per lead. The owner sets Target CPA at €50, then €45 a fortnight later, and watches volume at each step instead of jumping to €30 at once.

• Setting a target far below what the campaign achieves.
• Adding a target before the campaign has enough conversions.
• Moving the target every few days.

The audit checks Oppy runs on this, each with its own page.

• A target set a long way from what the account does
• A target set before the bidding has enough to learn from
• A device paying much more per conversion than the rest of its campaign

• Cost per acquisition (CPA): Cost divided by conversions: what one result costs.
• Maximize conversions: A Smart Bidding strategy that aims for the most conversions within the budget.
• Smart Bidding: Google's automated bid strategies that set a bid for each auction toward conversions or conversion value.