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Adwords Display Gurus - Help Needed (5)

03-23-2015 09:31 AM #1 tap1on (Member)
Adwords Display Gurus - Help Needed

I am running a display campaign with a lot of placements and am currently cpc bidding.
I want to switch to CPA bidding but I don't know how Google actually manages the bidding on the back end.

Do they adjust the max bid per placement or do they do it to just an average across all placements.

The reason I ask is that if its just an average across all placements then this probably wont work well for me because of the number of placements I have.

I suppose the real question is how sophisticated is their optimising when you bid CPA

03-23-2015 02:21 PM #2 tap1on (Member)

Thanks for that man, but my question is more do Adwords adjust the cpcs of the whole adgroup or per individual placement when it is optimising

03-23-2015 03:01 PM #3 mr zoom (Member)

Quote Originally Posted by tap1on View Post
Thanks for that man, but my question is more do Adwords adjust the cpcs of the whole adgroup or per individual placement when it is optimising
Yes, it's on a per placement level.

In this guide, https://support.google.com/adwords/answer/2471188?hl=en, go to the first "Example" section, and then see the two bullet points for use cases covering your question. I think.

03-23-2015 03:19 PM #4 auditor (Member)

If you have the option to use conversion optimiser (CPA) then do, it is really helpful. And a luxury you don't get on most other platforms.
AppNexus does have something related, but not as good as Google's.

I still tweak the Max CPA bids under the settings tab, because Google being Google still likes to increase the CPA to high numbers. It's a way to contain the spend & cost.

So for example: if you yourself have a CPA goal of $10, teh optimiser will likely set the target CPA at $25. If that is too much, just switch to "Max CPA" setting and enter what you can handle. It should still work, as teh only time you get that option is when there is enough data for it to calculate a CPA goal.

One bit of advice I can give is that you should set aside a budget for a 24-hour period and just let it do its thing. You may end up spending 3x your normal budget, but it will very likely have been worth it. (It's never let me down.)
The end result will be
1. you should have a lot more coversions
2. you now have a lot more data on placements and their costings

03-24-2015 04:59 PM #5 tap1on (Member)

Thanks @mr zoom and @auditor

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