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Fairly new to ads, having big ups and downs with CPA on lead capture – could anyone give any advice to lower it?
edit: Not sure why the flag is facebook ads – it’s a Google search campaign.
I have a google sheet with info on the campaigns, ad sets, keywords, search terms, locations etc.
I want to leave the ad running for a few weeks without interfering – I keep seeing our CPA shoot up to £14-£20 per conversion when my goal is £3.50-£4, shitting a brick and trying to optimise immediately rather than seeing where it all works out over time. I realise this could absolutely be what’s messing with the CPA itself.
I just want to know what I have set up is decent at least, and there’s nothing stupid I’m doing wrong before I leave it cranking away for a few weeks to spend a couple grand.
Imposter syndrome is high af at the minute for me at work, and I feel like i’m failing big with the ads (the rest of my work is SEO and we’re doing really well). If I could get a little nod in the right direction i’d be eternally grateful!
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1 Reply
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TCPA averages out over a 30 day period. Wait for a full 30 days before you worry/make changes.
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You’ll likely see some turbulence in the first 30 days with your TCPA campaigns. The system generally builds up to an average of the 30 day mark and the moving forward will refine the approach based on performance to date. Not a bad idea to check in every few days to ensure you’re not spending on bad terms and poor targeting, but in terms of cost per acquisition, give it a month to sort itself out. Reach out any time if you have further PPC questions.
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There’s always going to be an element of buying traffic and learning from it. It’s the cost of entry.
3-4 quid is a low goal and might not even be possible. Step 1 is to work out what CPC and Conv. rate you need to hit that. E.g. a conv. rate of 10% and a CPC of 40p would be 4 quid/lead.
10% cvr is generally high and 40p is generally low but it all depends on the industry.
Use the keyword planner to add negative keywords before you’ve wasted money on them.
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You definitely need to chill out, but it would be relevant to know what time frames you’re looking at. If you’re watching from day to day or from hour to hour even, results will probably differ. If you get 100 conversions in the time frame you’re looking at and your CPA is too high, it’s probably time to make changes. If it’s 5, your data is not statistically significant and you need to wait for more before making any changes.
One factor why it “all works out over time” may be time lag between the click and the conversions. Do you know if there is any? Because you might be looking at today’s stats and they look horrible, but people will actually convert later and your data would look great the next day.
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Automated bidding strategies like tCPA, needs to be monitored over a period of 30-day before determining the right fit
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When it comes to PPC, watering the plant too much will certainly lead to you killing it. Talking from experience. Going from 20 to 4 pounds sounds like a bit of a stretch, though.
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