• Observes: Conversion Optimizer studies your conversion tracking data to figure out how often each type of auction leads to a conversion.
• Builds: Based on observed past performance, Conversion Optimizer creates a prediction model to guess which auctions will perform best for you in the future.
• Optimizes: Adjusts your bids on an ongoing basis, so your money is efficiently invested in the best auctions. It generates an ad rank by your CPA bid, quality score and predicted conversion rate.

The factors the Conversion Optimizer takes into account

The Conversion Optimizer predicts a conversion rate for your ads every time they are eligible to appear. Here are some of the factors Conversion Optimizer takes into account when analyzing and optimizing your campaign's performance:

Search targeting

• Broad vs. exact match
• Particular broad-match query
• Search partner site

Content targeting

• Content site "topic"
• Actual content site
• Match quality between the ad and content

User attributes

• User location
• Operating system
• Browser
• Language setting

By considering these factors every time your ads are eligible to appear, the Conversion Optimizer can show your ads more when you are likely to get conversions. Without using the Conversion Optimizer, you are much more restricted in the ways your bid varies from impression to impression, which is why the Conversion Optimizer can get you much better performance than you might get with manual bidding alone.