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Average CPC way too high on Google display (1.70). Is it just learning?
Question, so I was running on maximize conversions for a while and then maximize conversion value, and it was working ok, but there were a lot of low quality sites that I didn’t want the ads on because they were generating a lot of conversions, but little revenue. So I blocked all of those sites (about 315), and switched it back to maximize conversions. While I see the conversion value being much higher on our new sites, the average CPC is absurdly high, and if I try to change it back to target CPA, it gets no traffic. Do I just need to let it run for a few days with all the changes and then set a TCPA? Right now the 1.70 a click is way way too high, we need to be closer to .40-.75.
Also, I should mention that our conversion events have thousands of conversions in them, but most of them came from the blocked low quality sites.
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1 Reply
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So if I’m getting it right, business objectives are being achieved, just the CPC is concern?
Any particular reason you’re using display for conversion efforts?? It’s not a performance marketing channel generally.
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Why are you comparing CPC to revenue per user rather than just doing a CPA or roas metric for your goal?
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How long did you let each of these bidding strategies run before making changes?
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If it’s going after CPA then of course the CPC will be higher. It’s going after higher valuable audiences.
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It can take a few days for a tCPA campaign to get going sometimes, but there is a chance that it won’t ever pick up with the exclusions that have been added. I have had to set a max CPC to control smart campaigns on search – by setting up a portfolio bid strategy. However there is a chance that you’ll end up in a similar place – not being able to get the traffic at the CPC you need.
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