When you do not have a lot of time to manage Adwords campaign, then you should consider cost-per-conversion (CPA) bidding option. To be honest, I was not using it but, since I tried it for the first time, I switched many campaigns managed by me to CPA form.
I have to say it is one of very useful Google tools that help you to manage campaign easily and it can save you a lot of time. In this post, I will share with you some successful tips that can lower CPA in your Adwords campaign.
1. Create few ad copies.
Ad copies may help you to reduce your CPA because some of your ads may not perform very well on cost-per-conversion. Work with your ad and landing page and it can increase your quality score as well as your ad rank. Your customers see ads differently, which means each ad will have its own cost per conversion and click conversion rate. Test with a few ad copies and, after a month, pause or modify worst ad.
As you can see on my example above, the first ad served 66% of clicks and got 2 conversions, $19.34 CPA, and 6.45% click conversion rate. The second ad served only 33.95% and got 2 conversions as well BUT has a CPA of only $10.02 and a 12.50% click conversion rate. It means that I can pause or edit ad number
2. Decrease your bids
Yes, in CPA campaigns you can edit your cost per clicks, too. However, you can’t manually set up the price for each click you are willing to pay. There is an option “Change max CPC” in the edit menu. So you can set up max cost for one click and Adwords will try to get more clicks on your budget. More clicks mean more conversions.
Just remember that reducing CPC will affect your ad rank and it may not perform well after that. But you can test it to see how many impressions and what average position your ad will get after that.
3. Work with keyword report in Adwords
Go to “Dimensions” tab and choose “Search Terms” to get the report. Then, review all keywords that do not perform well for your CPA strategy and pause them. It is one of the most powerful instruments in Adwords analytics. It can help you to find new keywords that potentially could bring you more conversions and identify those that do not convert well.
In the example below, you can see that keyword “number 1” converted very well and had $1.45 CPA. This keyword was not included but was shown because I used it in broad match type. At the same time, exact match keyword number 2 had $2.45 CPA. So I can add keyword “number 1” and reduce CPA for “number 2” keyword to get more conversions.