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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Adjusting CPA bids

If you are using the AdWords Conversion Optimizer, you should continue to adjust CPA bids to get the traffic and results you desire.

Getting ready

Review the ad group's performance within the campaign that's using Conversion Optimizer. You can sort the performance data by various metrics to isolate ad groups that need CPA adjustments.

Ad group performance trend

Recommended CPA change

Converting at a higher CPA than desired

Decrease CPA bid

Generating a lot of clicks and high costs without any conversions

Decrease CPA bid

Converting below CPA target

Increase CPA bid

Not getting enough traffic

Increase CPA bid

Appearing in a low average position within or below CPA target

Increase CPA bid

How to do it...

To edit ad group ...

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