Question

Target CPA: What are peoples opinion of this? Machine learning is better than we could achieve by manual account management or is CPA flawed compared to quality account management by an experienced human?  

Answer 1

Start with enhanced cpc and then move to target cpa.  

Comments

I did over a 6 year period but I'm still not convinced. One problem is that CPA works from conversion tracking data and if half our orders are being made via other means than the website. I. e. paper purchase order or phone orders then that data doesn't feed into the CPA algorithm.  

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Tim, paper purchase orders? How do you attribute those to Google in the first place?  

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@peat3 The attribution of not-measurable conversions has nothing to do with the CPA vs manual discussion.  

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@merrimerriam5503 Of course it does. CPA will optimize towards a higher chance of converting on the conversion data you provide. So that might have impact on the overall business. But I would recommend to make offline conversions available in Google Ads to feed the machine.  

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@quit8 No it doesn't. CPA will optimize on conversions measured in Google Ads, just as you manually would. It's not a factor in campaign management if not measured, be it through AI or a person. Either the offline goals are taken into account or they aren't. It's a separate discussion from AI vs human management.  

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@merrimerriam5503 I did misread your comment indeed. But I still have the same goal with my own comment. CPA isn't the right strategy for every business.  

Answer 2

A quality account manager with experience will eventually move to this  

Answer 3

That might help.  

Answer 4

Quality account management will recognize Cpa is the next step in ppc campaigns. Been killing it with cpa, most of my clients decreased coa costs by 100% or more and volume is amazing. But you still need to know your shit.  

Comments

By 100% or more? So Google is paying your clients for conversions? Please share tactics!  

Answer 5

Use bid strategies for target cpa so you can control min and max bids and it works great.  

Answer 6

I think it depends on the skill of the manager and the amount of conversions data.  

Answer 7

Yeah do not start with target CPA. Before you get going it's impossible to pin point the benchmarks accurate enough to target the proper CPA. Let your campaign roll for a bit then switch to machine learning