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Brand Campaign Bid Strategy
Have seen a rise in CPA on one of my accounts who’s brand campaigns are set to a CPC (enhanced) bid strategy.
Would a good option be to set these at a Maximise Conversions Bid strategy with a set CPA to try and retain/lower the CPA as much as possible?
Any help and advice appreciated.
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1 Reply
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Max conversions is unlikely to give stable, low cpa. Manual bidding is my go to for Brand campaigns. Or target IS. Maybe dig into why cpa is going up. More competition, poor CRO, wrong search terms triggering ads?
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We’ve had good success with tCPA and lowering the target until we lose out on conversions. If you are not budget capped, there is also a neat tool that Google provides I believe called bid simulator that will show you the estimated cost you’d save and conversions you’d lose if you decreased your bids (and vise versa)
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You probably have non brand and competitor brand queries leaking in.
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