Conversion Optimizer for the Google Display Network

The Conversion Optimizer analyzes your historical data, as well as a number of other factors to decide whether your ad will lead to a conversion. The system then automatically determines the best cost-per-click bid for your ad for a particular auction. So, you still pay per click but don't need to manually adjust your bids to reach your CPA goals.

What is it?

With Conversion Optimizer, you bid using either a Max CPA, the most you’re willing to pay per conversion, or a Target CPA, the average amount you’d like to pay per conversion. Each time your ad is eligible to appear, Conversion Optimizer analyzes your historical conversion data, as well as a number of other factors to predict the likelihood that your ad will convert. Based on this calculation, the system automatically determines the optimal cost-per-click bid for your ad for a particular auction. Therefore, you still pay per click but no longer need to manually adjust your bids to reach your CPA goals.

Why you’d use it

Using Conversion Optimizer with the Google Display Network is an efficient way to get as many conversions as possible at your target CPA.

Details

To enable Conversion Optimizer, your campaigns must have at least 15 conversions per month and have Conversion Tracking enabled. Activate it in your AdWords account and it will:

  1. Observe the auctions that give you conversions
  2. Build a prediction model to determine which auctions are more likely to convert so you reach your target CPA
  3. Optimize your bids on an ongoing basis, so your advertising spend is directed toward auctions that are more likely to convert.

*This Google internal analysis compares the performance of Conversion Optimizer campaigns with a control set of campaigns and represents the average impact of Conversion Optimizer. The actual impact will vary from campaign to campaign.

 

To learn more about Conversion Optimizer, visit the AdWords Help Center.

Think w/Google APAC on LinkedIn

Join a community of digital thought leaders and be inspired.