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Welcome to incognito money podcast CPA Target: How to Use Your CPA at Target One of the most important factors in PPC campaigns is the conversion rate—that’s the percentage of clicks your ads get that result in sales, leads, or visits to your website. It’s also called conversion rate or click-through rate. Your conversion rate will vary depending on your keywords and goals, but most businesses find a conversion rate between 1% and 5% to be ideal. Step 1 - Set Target CPA Set your desired conversion rate. When using a Target CPA bidding strategy, you will first need to set your target cost per acquisition (or target CPA). This is essentially an estimated average price for each customer acquisition, or what you are willing to pay for each new customer. Determining your target cost per acquisition is not difficult and can be based on any number of factors including competition, demand for your product/service, etc. Step 2 - Create a Google Campaign Now that you’ve selected a relevant ad group, it’s time to actually create your campaign. Click on Campaigns and then click on + Campaign. Give your campaign a name, select your geographic location (i.e., city or country), and choose a Google Network from which you would like your ads to run. Step 3 - Add Negative Keywords Keywords that would negatively affect your campaign should be added as negative keywords. For example, if you are trying to promote a book about successful business owners but exclude advertisements from being shown to people searching for business failure, then you would want that phrase as a negative keyword. Negative keywords help ensure your ads aren't showing up in searches or on webpages they're not supposed to be on. Use negatives sparingly - 5-10% of your total positive keywords is more than enough for most campaigns. Step 4 - Make Goals Once you determine that your account has the appropriate attributes for this bidding strategy, it is time to set your goals. What is a good goal? Well, that’s very contextual and dependent on what kind of account you are bidding on. To get started, let’s walk through setting up target CPAs in Google AdWords. (By now, if you’re thinking target CPAs? Step 5 - Create Bids When you submit a bid for your Ad Group, you’ll need to choose an approach. You can choose how much you are willing to pay per click (cost-per-click or CPC) or cost per thousand impressions (cost-per-thousand impressions or CPM). A targeted keyword with a high number of searches might be worth spending more on, but it also might be difficult to convert those clicks into paying customers. Step 6 - Monitor & Optimize Metrics, KPIs and Analysis with Google Analytics & Search Console - Monetizing your website requires that you first understand what is working and what isn’t. Use analytics tools like Google Analytics, SEMrush, and Moz’s Keyword Explorer or Pay Per Click (PPC) Ad Platforms like Facebook, LinkedIn, or Twitter Ads to monitor performance. Optimize your website using data from these tools and make changes accordingly.