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How can I optimize tCPA campaigns?
Hey guys,
I have several tCPA campaigns running and performing well but I’d like to optimize them further. Right now Average CPA across all campaigns is about $20. My tCPA for most of those campaigns is set at $60 so I’ve been getting conversions for a lot cheaper. Where do I start with optimizing these campaigns?
1. I looked at keywords and some are obviously performing better than others, should I pause keywords that are getting conversions but at a pricier point? I obviously can’t adjust bids on those keywords so I imagine the only course of action at the keyword level with automated campaigns is pausing keywords.
2. I looked at ads and I’m running some new tests there.
3. Should I adjust the tCPA for the campaigns and by how big an increment? I’ve been running steady for two months now at a CPA value of $20 where my tCPA is $60. Should I drop it in small increments of $5 every few days? Should I keep going past $20 to see if I can get results at a lower price?Any feedback would be appreciated. I haven’t run much in the way of automated bidding strategies so learning this as I go.
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4 Replies
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On point 1. I like to split the more expensive keywords into their own campaign and manage them differently to the others. Sometimes that might mean using a different bidding strategy on those keywords.
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On point 3: If you are already overshooting on your Tcpa goal I would look into expansion instead of decreasing it even further.
The steps to take are
1. Look at lost impression share (budget), if this is a high number I’d look into increasing the budgets
2. Look at impression share, if this is above 70% look into adding new keywords or changing keywords to broader match types (you can also use the performance planner for this). If it is lower then check the quality score and the CPA per keyword, for some reason you are missing auctions based on budgets or bids.
3. Look into conversion rates and click through rates, words of higher value can be put in different ad groups and you can set an ad group tcpa, also customizing the ad texts and landing pages in order to improve the ctr
4. Start looking into diversification, if you are already getting a lot of conversions, start looking into display for performance
– Smart display = you only need creatives, budgets and a tcpa 1,5/2x higher than what your CPA at search is
– regular display = all of the above plus setting your own targeting, you can use your best converting keywords for custom audiences
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It starts with your goals; what do you want to optimize for?
If your goal is more conversions at a max CPA of $60 then I suggest expanding your list of keywords.
If your goal is the same amount of conversions at a CPA lower than $20 I recommend setting up a campaign experiment with tCPA setting of $20 to see what happens.
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You might find opportunities for improvement by comparing device-level performance.
You’re probably aware of this already, but just in case you aren’t, device level bid adjustments operate on the target CPA in TCPA campaigns not the cpc as they do for other campaigns. This can skew the average CPA if mobile converts much better than desktop or the other way round.
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