Friday, February 15, 2008
The Conversion Optimizer is a bidding feature that allows you to set a maximum cost-per-acquisition (CPA) instead of a maximum cost-per-click (CPC), helping you save time and maximize profits. We recently held a series of Conversion Optimizer webinars, which you can watch on YouTube. To help you get more out of your Conversion Optimizer campaigns, we've compiled a list of top tips based on the most common questions we received from our webinar attendees.
- A campaign must have 200 or more conversions per month as tracked by AdWords conversion tracking to be eligible for the Conversion Optimizer. If none of your campaigns reach this level, check out these tips to increase your conversion numbers.
- Conversion Optimizer works on a campaign level, not at the account level. You can enable Conversion Optimizer for eligible campaigns by following these steps. Keep in mind that you can't use Conversion Optimizer with a brand new campaign -- it needs the conversion history to work correctly.
- Once you activate the Conversion Optimizer, you should check its performance periodically to ensure that it's delivering what you expect. Keep in mind that normal variations in campaign performance can make it difficult to interpret short-term changes. You can change your bids as often as you like.
- The Conversion Optimizer works on a maximum CPA, not an average CPA. While we aim to avoid any conversion that costs more than your maximum CPA bid, changes in your conversion rate may cause your average CPA to exceed your maximum CPA.
- Keep in mind that if you choose a CPA lower than the recommended maximum CPA bid, you are likely to get less traffic than you did with your old CPC bids. It's a good idea to start with this recommendation and adjust based on the results you observe.
- If you choose to opt out of the Conversion Optimizer, your campaign will revert to the previous CPC bids you were using. (So, there's nothing to stop you from giving it a try!)
- Conversion Optimizer campaigns cannot yet be modified with the AdWords Editor, but we're aware that this is a common request from our advertisers.
- The Conversion Optimizer does not work with Google Analytics conversion data, but it's fine to use AdWords conversion tracking and Analytics at the same time.
- The tool does not impact your keywords' Quality Score, which is calculated in the usual way regardless of the bidding option you are using.
- It's best not to turn on the Conversion Optimizer for the first time right after you've made major changes to a campaign, as your conversion rate may not have yet stabilized to reflect the updates. Similarly, while you are running the Conversion Optimizer, it's best to avoid major campaign changes that are likely to impact conversion rate (or to pay careful attention after making them to evaluate their impact).