Saw an announcement for "target" CPA bidding in AdWords today:
"This new option allows you to bid based on the average amount you would like to pay for a conversion. For example, if you want to achieve an average CPA of $25, you could use this option and set your bid to be $25. Advertisers with CPA targets they would like to reach may prefer to use Target CPA so they can specify those goals directly."
Just to be clear, we already had the "max CPA" option (the only option) under Focus on Conversions in the "bidding and budget" section of campaigns settings.
What we're seeing now is an "advanced options" feature , which includes the new "target CPA" option.
Per Google: To change your bid type to Target CPA, please follow these instructions:
1. Select the Settings tab from within your Campaigns tab. 2. Under the “Bidding and budget” section, click “Edit” to change your bidding option. 3. Select the “Target CPA” option and click “Save” to finish.