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tCPA limited by budget – best next step?
Posted by on April 8, 2021 at 6:10 amI have a shared budget across all my non brand campaigns and shared bid strategy as the account is relatively small and needs to group the conversions to have enough history to optimise towards.
I don’t want to spend more money, so is my best next bet to pause less efficient keywords and/or reduce my tCPA? I tried slightly reducing tCPA before but conversion volume fell away really sharply.
Any advice really appreciated. Is tCPA even the right thing for this account?
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3 Replies
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Generally, it’s not recommended to use tCPA if your campaigns are limited by budget (although this isn’t a hard and fast rule). You could run an experiment to test a different bidding model?
If you have a small budget, it’s probably a good bet to start thinning out the poorer performing keywords from the account too, as long as your top performing keywords have the potential to spend more?
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You can lower your tCPA which should generate more conversions at a lower CPA and keep you within your budget. I would also consider cutting any wasted ad spend, such as by adding more negative keywords, removing very low performing keywords, shrinking your target area, etc.
You might also consider switching to Max Conversions bidding which will get as many conversions as possible within your target budget. This is preferred when you have a hard cap that you’re consistently hitting giving current keyword/targeting strategy.
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As the others said:
-Check your search terms report and update your negative lists
-Use device bid adjustment
-Check locations – Target mainly cities from where you have best results
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