New "target" CPA bid option

[ppcbuyers]

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."

[outland88]

Where is this information located at? I was only aware Google was testing this with a limited number of accounts.

[Goldilox]

This sounds very similar to the conversion optimiser - how does it differ? Is it at a keyword level?

[ppcbuyers]

it's in help section, not sure i can post that link here?

max cpa was the original option, which allowed you to set maximum you want to pay per conversion (like a max cpc).

new option, target cpa, allows you to bid based on what you actually want to pay.

both are still at ad group level

[ppcbuyers]

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.