Bidding and optimization
Target CPA
An automated bid strategy that tries to get as many conversions as possible at or near a set average cost per conversion.
What it is
Some auctions will cost more and some less; the target applies to the average.
Why it matters
For lead generation and e-commerceIt keeps costs predictable while letting volume vary.
In practice
Set the target from recent actual CPA, then move it in small steps.
A common mistake
Setting a target far below what the account achieves, which starves the campaign of delivery.
All terms