AdWords Conversion Optimiser is a feature of AdWords that aims to get you more conversions at a lower cost, whilst avoiding those clicks that are never going to convert. It works by using historical conversion data (among other factors) to predict how likely it is that your ad will convert, and uses this to get you the best possible placement each time your ad goes to auction.
And instead of specifying a cost per click (CPC), you specify a cost per acquisition (CPA), which is the amount you’re willing to pay to get a conversion. You can choose the maximum amount you’re willing to pay, however, your actual CPA might exceed this due to factors outside Google’s control.
You still pay for all clicks, though, not just the ones that convert!
According to Google, by using AdWords Conversion Optimiser, many advertisers have seen “double digit percentage increases in conversions”, whilst paying the same or less to achieve each conversion.
Can anyone use AdWords Conversion Optimiser?
No. Your campaign must satisfy the following requirements before it’s eligible to use Conversion Optimiser:
- AdWords Conversion Tracking must be enabled (if this is not done already, set it up now, especially if you’re running an e commerce site!). A conversion might be a purchase, or newsletter sign up, a request for a quote, or any other action you want to track.
- Your campaign must have received 15 conversions or more within the last 30 days.
- Your campaign must have received conversions at a similar rate over the course of a few days.
If that sounds like one of your campaigns, then read on…
Setting up Conversion Optimiser
To enable AdWords Conversion Optimiser on your campaign:
- Sign into your AdWords account
- Select the “Settings”” tab for the campaign you wish to enable Conversion Optimiser for
- Scroll down to “Bidding and Budget”, and “Bidding Option”
- Click “Edit”
- Click the radio button next to “Focus on conversions”
It’s worth noting that you should not make any major changes to your account whilst Conversion Optimiser is enabled, such as moving your tracking code or switching multiple campaigns into one. If you’re going to do this, turn Conversion Optimiser off for the time being. To do this, follow the steps above, but select “Focus on clicks” under “Bidding Option”.
For more information and to read success stories, visit Google’s AdWords Conversion Optimiser Support
Has Conversion Optimiser worked for you? Let us know in the comments?
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