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Is it possible to start a new campaign with a tCPA strategy from the start?
Hi,
I’m launching multiple display campaigns on google ads.
I also have an estimated conversion value.
right now I start the campaign on max conversions for a while, get a bit of conversions and then change it to target CPA. sometimes, the max conversions strategy gets the conversions at a very high cost/conv.
I want to prevent it by adding a tCPA from the start, based on my estimated conversion value.Is that possible? or does the campaign need to gather some data and/or enough conversions in order for the tCPA strategy to be able to work?
Thanks guys!
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1 Reply
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As a rule of thumb and from my experience (3 years in PPC) it’s better to start with max conversion to gather data as you mentioned.
If you start with TCPA, the campaign might not even take-off (ive been there)
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Not only is it 100% possible to launch the campaign on TCPA upon launch, it is recommended. I did it with clients all the time and when I was working at Google it was also recommended by the team that built these ad engines. So yes, you should definitely do it. Now, with more conversion data TCPA will definitely work better, but the system is smart enough to know that a new campaign with no data will take time to learn on TCPA.
It makes 100% sense that that maximize conversions strategy gets conversions at a high CPA because that is partly what it is designed to do. Here’s why:
If you give a campaign $100 and use the maximize conversion bidding strategy it will attempt to use the entire budget to maximize conversion volume. It does not try to get conversions at any target cost, but spend the budget you are allowing it to spend per day and maximizing how many it can for that budget, regardless of cost.
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