Marketers are buzzing about the potential of Google's Target CPA bidding, which uses real-time signals and artificial intelligence to deliver results. It gathers conversions at a particular cost per acquisition, so it is gaining popularity. It is best used by brands with trackable KPIs looking to optimize lead generation or e-commerce sales.
Many marketers believe scalability is limited with Target CPA, but adjusting the CPA setting and budget thresholds can offer variability. However, it comes with a steep learning curve and performance swings of 10-40% in a day. To decide whether it is the right fit, ask yourself five questions: do you want to spend less time on manual bidding, have a static lead/sales CPA goal, track leads/sales in Google Ads, have campaign flights of three months or longer, and do you make frequent changes?
Many companies are using Target CPA and enjoying rewards, but it is not a perfect fit for everyone. To reap the benefits, decide whether it strategically fits your needs. If it does, Target CPA could be the difference that helps you stand out in a crowded media landscape.
... continue reading below
The Target CPA Hype Is Real: A Checklist for Marketers
Don't worry ... it's FREE!
The exit of Oracle's Moat from the market is an opportunity to challenge the traditional paradigm of ad verification and brand safety. Discover how a new approach can reshape brand safety. Read more.
Most business decision-makers say B2B ads on LinkedIn have clear messaging but lack emotional appeal, according to recent research.
Discover how the FTC's crackdown on deceptive AI claims affects marketing, why transparency matters, and how brands can ethically incorporate AI. Read more.
Discover effective strategies for optimizing Google Ads bidding to reduce wasted spend and boost campaign efficiency. Learn more.
See how brand safety and suitability frameworks can help protect your brand from harmful associations and content risks. Safeguard your brand. Read more.
Most advertising decision-makers expect privacy laws will impact their ability to deliver personalized digital ads campaigns, according to recent research.