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Soft conversion/hard conversions
I am using Target CPA and we are using both soft conversion and hard conversion. When we used hard conversions, we started losing the volume. Soft conversion= click sign up button and hard conversion is sign up completed. Does anyone have an opinion on what I should do? The soft/hard conversion combined is about $50-$70 cost/conversion. Hard conversion is about $220-$250. My media company is out of ideas. I require volume but for efficiency, I should be on hard conversions only? How do i make the changes without losing the volume but trying to be efficient as well. I have set the Target CPA to $150 but reduced it now to $115. Should I move to hard conversions again and set Target CPA of $220-250 but also risk the volume issue which I had last time?
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2 Replies
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Does the sign-up completion rate differ when using all conversion data compared to only using hard conversions?
I think it really depends on how much data you’re getting, just as you said. If there’s not enough hard conversion data, I’d definitely go with soft conversions as well. Also, definitely work on the conversion rate by optimizing the website, seems like a lot of users are bouncing after starting the sign-up process?
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Soft conversions are only useful if your data is otherwise too limited too utilize smart bidding. On one hand, optimizing for people who’ve *shown interest* is better than nothing, but on the other hand, you’re also optimizing for people who *haven’t converted* – which is not good.
You certainly have enough volume on the “hard” conversions alone to use tCPA effectively.
The next issue I see is that your goals are at odds with each other. You’re concerned about raising CPA, but you also want more volume. Assuming everything else remains constant (specifically keywords, creatives, targeting, landing pages etc), then increasing CPA is the **only** way to increase volume. Higher CPA = access to more expensive traffic.
Figure out what your actual KPI, is and then optimize for that, instead of haphazardly chasing two targets moving in different directions.
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