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High CPC increase from max clicks to max conversion
Hi, I’m in need of some advice on how to minimize the high CPC spending that happened by going from max clicks to max conversions.
I started a new campaign structure with the primary search campaign having a $ 1.5k monthly budget (on an old account with $ 100k spent) and has been running for 2 weeks and brought in 11 signups and 0 purchases. The second campaign (branded) has resulted in 5 purchases and 11 signups during the same period.
I used max clicks on the primary campaign with a max CPC of $6 which has worked decently for being so fresh but switching to max conv(no tcpa) 3 days ago has resulted in an average cpc of $12,8 with some clicks going up to $23-28. This has only led to 1 conversion during these 3 days which I’m not happy with at all and a double budget ($100 / day).
On max clicks, I’ve managed to get around 20-30 clicks/day which is okay but getting 3-6 clicks per day on a $50 daily budget and in this case, $100 for the last 3 days as max conv doubled down budget just won’t work. It’s gonna take too long time to gather the data and optimize.
According to Keyword Planner, the CPCs of the keywords are around 3-9$.
I’m unsure what do to as I don’t like spending $100 for 0-1 signups a day.
\- I might have been too fast switching to max conv – switch it back to max clicks to get more conversions going before going back again?
\- Apply a tcpa – begin high and lower it or the opposite? (not a big fan of this as the account is updated from 2020 and conversion tracking has been off since then therefore lacks fresh data + improvements can be done in the coming 1-2 months to understand where to set the tcpa better,but it could limit high CPC spend)
\- Keep calm and let the algo work for another 3-10 days and hope?
\- Create a portfolio strategy to be able to control CPC better?
I’m also unsure if having signups and purchases as the primary goal can be a bad fit here as ideally, I would like to have $20-30 CPA for signups and $80-110 for purchases. Signups are the main goal but obviously, all purchases are important also, and as this is a SaaS product purchases can only happen by signing up first. Thoughts?
Feel free to ask any question =)
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1 Reply
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Go back to max clicks. Max conv. Is meant to acquire a higher number of conv but less efficiently.
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How many conversions you got for max clicks?
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