The Target CPA Hype Is Real: A Checklist for Marketers

Advertising & Promotions — Wed., Sep. 1, 2021

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.

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