You’re the account manager for a client who wants to increase reservations at her boutique hotel. You’ve been manually managing the bids for her campaigns, and you’re looking for ways to save time and optimize. How can you most effectively do this?

  • Create 2 separate campaigns that include a mix of brand keywords and highly targeted keywords, and apply maximize click bidding to each campaign
  • Continue to manually set the bids to focus on driving clicks to the site in order to drive conversions
  • Apply target cost-per-acquisition (CPA) bidding to drive conversions at her desired CPA
  • Create 1 campaign and apply target search page location bidding to drive visibility and reservations

Explanation: Target CPA automatically sets Search or Display bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. Some conversions may cost more or less than your target. Target CPA bidding is available as either a standard strategy in a single campaign or portfolio bid strategy across multiple campaigns and ad groups. Target CPA bidding was previously referred to as “Conversion Optimizer.”

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