Google is making cost-per-acquisition (CPA) based bidding available to AdWords advertisers through a new Conversion Optimizer tool. Advertisers specify a maximum CPA bid, and then the tool will use historical information about the campaign to automatically generate an optimal CPC bid for each auction.
Advertisers still pay per click, but no longer have to manually adjust their bids to reach CPA goals.
Conversion Optimizer requires that a campaign currently uses AdWords Conversion Tracking and has at least 300 conversions in the last 30 days. Ads can appear on both the search and content network.
Google also offers CPA-based pricing on its pay-per-action (PPA) beta, where advertisers pay only when an action they define occurs, such as a purchase on their site or newsletter sign-up.
Tried Conversion Optimizer? Share your thoughts on it in the Search Engine Watch Forums.
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.