Using Google’s Conversion Optimizer

Increase Conversions while Decreasing CPA

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Google announced that Conversion Optimizer is now available for more campaigns. Now any campaign with at least 15 conversions in the last 30 days will be able to use it. Conversions can be tracked through AdWords Conversion Tracking or as linked Google Analytics Goals.

Google points to a recent analysis, which showed that campaigns that have adopted Conversion Optimizer, saw a 21% increase in conversions, while decreasing CPA (cost per acquisition) by 14%. Austin Rachlin of Google’s Inside AdWords crew writes:

An example of this improvement can be seen in PRWeb, who describe the results they saw from Conversion Optimizer as "phenomenal". Meg Walker, the Director of Online Marketing for PRWeb, initially turned to Conversion Optimizer in order to improve PRWeb’s campaign management and results. Within a week she was able to see the value of Conversion Optimizer for driving incremental conversions at lower costs. Overall, she’s been able to reduce CPA and CPC by 12.5% and 5.4% respectively and increase overall conversion rates by 76.5%. Even more impressive, one campaign that seemed to be maxed out increased conversions by 201.5% and decreased cost per conversion by 66.5%.

Rachlin says the success PRWeb achieved with Conversion Optimizer has freed up funding and time that can now be spent on other aspects of its business.

To get started with Conversion Optimizer, users need to sign into AdWords (obviously), and install conversion tracking. To enable conversion optimizer, click edit settings, find the networks and bidding section, click change bidding strategy, and then select the radio button for conversion optimizer, and save.

Google Conversion Optimizer

After that, the system asks if you’d like to start with the recommended bid or create a custom bid. Then save changes and you’re good to go.

Here’s 10 steps for conversion optimization with Google Analytics. Have you used Conversion Optimizer? What have your own results been like?

Using Google’s Conversion Optimizer
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  • http://www.prweb.com Meg Walker

    We at PRWeb continue to use the conversion optimizer on almost all of our content campaigns – and it continues to give us great control over CPA costs.

    One suggestion I have for those of you wanting to use it, remember that the maximum CPA is not the average CPA. Set the number much higher than you would want to spend for an average, at first. Then adjust it downward weekly (or more frequently, depending on the size of your campaigns) until you hit your target CPA. I also recommend adjusting target CPA by AdGroup – not just by campaign.

  • http://justbuytickets.com/ JBT

    How could this work within a given segment when everyone would have access to it. Wouldnt it be a race to see who can find the ultimate amount of Profit vs Volume and sit on that number.

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