Who is eligible? Anyone managing a campaign with at least 15 conversions in the last 30 days
1. Start with the recommended CPA bid and modify your bids often to find your "sweet spot."
2. It's easy to try, so try it out. If you choose to turn off the Conversion Optimizer, your campaign will revert to the previous CPC bids you were using.
3. Use the Conversion Optimizer with existing campaigns. The longer a campaign has used conversion tracking, the more data the Conversion Optimizer has available.
4. If you don't have a campaign yet, but want to try Conversion Optimizer, create a new CPC campaign and let it run for a few weeks with conversion tracking. Then turn CO on, but keep in mind performance will improve over time as CO gets more data.
5. Keep in mind that changes in ad performance are natural, and you may need to use the Conversion optimizer for some time to get an accurate understanding of its effects on your campaign's performance.
6. Don't make huge changes to a campaign while running Conversion Optimizer (example: deleting all ad groups and replacing with new ones.).
7. Do make small changes to your campaign that fit your business needs (examples: adding/deleting keywords, changing creative, changing landing page.).
8. Don't remove your conversion tracking code from your website or move it to a different location while running Conversion Optimizer.
9. Raise your Max CPA bid if you want to increase traffic and conversions. Lower your Max CPA bid if you want to lower your average CPA. Traffic will likely decrease.
10. Compare your CPA and # conversions before and after using Conversion Optimizer so you know how much improvement it made on your campaign.
1. The Max CPA bid is similar to the Max CPC bid - the most you want to pay for a conversion.
2. Although you are bidding with a CPA, with the Conversion Optimizer you still pay per click. It is like being charged a little piece of your CPA for each click.
3. A Max CPA is not an average or target. Your average CPA will usually be less than your bid. (Just as if you bid a Max CPC and your average CPC is less than this, you might bid a Max CPA and get an average CPA below this.)
4. You should start with the recommended bid presented when you first turn on Conversion Optimizer. Raise and lower your bid once you have some data to optimize your performance.
5. You can set a different Max CPA bid for each ad group.
6. Don't set too low of a bid, particularly when you first turn on Conversion Optimizer. A very low bid is likely to reduce traffic.
7. Monitor and tweak your Max CPA bids as you would any other bid, to get the most profit from your campaign.
8. Change your Max CPA as often as you like. If you'd like more conversions, raise your bid. If you'd like a lower average CPA, lower you bid.
9. Your average depends on factors outside Google's control, so your actual CPA may sometimes exceed the maximum CPA you specify.
10. Experiment and find out what works best for you!
