Learn New Things in Digital Marketing Techniques

Google Ads Search Advertising Exam Notes


Get to know the Google Search experience

Introduction

The simple ability to type queries in a search engine has profoundly changed the ways that we work, play, and run all aspects of our everyday lives. Here, we’ll explore the Google Search experience — why and how we search, and how to interpret the results.

What you’ll learn:
·         Why we use Google Search
·         How we use Google Search to find information
·         How Google Search shares search results

Why we use Google Search

Imagine a world in which we couldn’t simply ask for information on literally anything and get an answer back (and one that’s relevant) in no time flat? Hardly fathomable! The search experience — using a search engine to continually seek all kinds of information — has simply become the way we live. 
At its core, Google is a web search engine that's designed to allow users to search for information across the World Wide Web. Google's mission is to organize this information and make it universally accessible and useful.



You can reach customers while they’re doing relevant searches on Google.


You can reach users on YouTube and many other sites across the internet.



You can show your ad on millions of sites across the internet, including top rated sites like the New York Times.


What is Google Ads?

Google Ads is an online advertising tool that helps businesses  connect with their customers. You create your online ad, tell Google Ads who you want to reach, and Google Ads brings your ads to them. That’s basically it. 


Benefits of Google Ads

Now that we’ve covered the basics of Google Ads, let’s dig into what makes Google Ads different from other advertising options.

Connect with customers when it matters:-

Google Ads has a sophisticated targeting system that helps you show your ads to the right people, in the right place, at the right time. Use keywords, location, demographics, and more to target your campaigns. 

Control your costs:-

Google Ads gives you complete control over your budget. You choose how much you spend per month, per day, and per ad. There’s no minimum. 



Improve your Performance:-

Google Ads shows you how many people see your ads, what percentage of    them   click to visit your website, and even how many click to call you. With these tracking tools, you can even see the actual sales your website is generating as a direct result of your ads.

If you want to change your strategy, you can tweak your ads, try new keywords, or   pause   your campaign and re-start it whenever you’d like. 




Make your ads seen:-


Introduction

Your ad competes with other ads each time there’s an opportunity to be seen by a good prospect — and the winner isn’t simply the highest bidder. Google’s ad auction works to help the most useful ads for viewers get the most visible spots on the page. This course explains how to win better ad placements by making your ad more useful to your customers.

What you’ll learn:
·         What factors influence ad placement
·         What you can do to make your ads seen


Making your ads seen:-

Now, those are a lot of factors! Your bid, the impact of ad formats you have enabled, your ad’s expected clickthrough rate (CTR), ad relevancy, and finally, the landing page experience when users click on your ad — these are all influential.
And to understand their influence, we’ll start by taking a look at the Google Ads auction — the system responsible for taking all these factors into consideration and ultimately deciding your ad’s position and even whether it shows up at all.

The Google Ads auction:-

The Google Ads auction is the process that happens with each Google search. It decides which ads will appear for that specific search, which order those ads will show on the page, and how much the advertiser (that’s you!) will pay for that placement.

This is where things get interesting! Let’s see how the system makes that determination in three steps.

Step 1: Cast a wide net to find relevant ads

The Google Ads system finds all ads whose keywords match that search. 

Step 2: Pare down to eligible ads only

From those ads, the system ignores any that aren't eligible, like ads that target a different country or are disapproved. 

Step 3: Show only ads that meet the Ad Rank threshold

Of the remaining ads, only those with a sufficiently high Ad Rank may show. Remember all those factors which can influence Ad Rank? It’s a combination of your bid, ad quality, landing page experience, and the expected impact of extensions and other ad formats.

With the Ad Rank threshold met and the order carefully determined, the system ensures a display of ads that are truly relevant, a benefit to both users who seek information and advertisers (that’s you again) who want to present ads that are most likely to lead to clicks. Now, that’s good value for all!

note:-Ad Rank thresholds: Definition

The minimum bid necessary for your ad to show in a particular position. To help maintain a high quality ad experience, every ad must meet the relevant quality thresholds to be eligible to show.
Ad Rank is determined by a combination of factors, including your bid, auction-time ad quality, the Ad Rank thresholds, the context of the search, and the impact of ad extensions.
Ad Rank thresholds are determined by your ad quality and are adjusted based on various factors, including ad position, the topic and nature of the search, and user signals and attributes such as location and device type. Ad Rank thresholds help ensure that the right consideration is given to ad quality as well as an advertiser’s bid and value.
For example, the Ad Rank thresholds that ads must meet to show above search results are higher than the thresholds for ads below search results. That way people are more likely to see higher quality ads higher on the page, and actual CPCs reflect the value of the ad’s location on the page.

Making your ads seen: The influential factors

Now that you’re familiar with how the auction works, let’s take a closer look at how all those factors can work together to influence your ad winning a prominent placement.

The Quality Score:-

(Your Quality Score is an estimate of the quality of your ads and landing pages triggered by that keyword. )

So, we’ve looked at how the Google Ads auction works to consider many of these factors to identify and reward quality ads — those that are estimated to perform better by giving people who click on them exactly what they’re looking for quickly and effortlessly come out on top!

So how can you get a general sense of which ads might be of higher quality? One estimate is your Quality Score. Quality Score is the 1-10 rating that is reported for each keyword in your account calculated by estimating the quality of your ads and their associated landing pages.

A high Quality Score means that our systems think your ad and landing page are relevant and useful to someone looking at your ad. 

Expected clickthrough rate: Definition

A keyword status that measures how likely it is that your ads will get clicked when shown for that keyword, irrespective of your ad's position, extensions, and other ad formats that may affect the prominence and visibility of your ads.
This status predicts whether your keyword is likely to lead to a click on your ads. AdWords takes into account how well your keyword has performed in the past, based on your ad's position. The expected clickthrough rate (CTR) that AdWords provides for a keyword in your account is an estimate based on the assumption that the search term will match that keyword exactly. At auction time (when someone's search terms triggers one of your ads), AdWords calculates a more accurate expected CTR based on the search terms, type of device, and other auction-time factors
There are three possible statuses you can get: above average, average, or below average.
Having an "average" or "above average" status means that there are no major problems with this keyword's expected clickthrough rate when compared to all other keywords across AdWords.
A "below average" status means that you might want to consider changing your ad text so that it's more closely related to your top keywords.
Use this status to help identify keywords that might not be relevant enough to perform well.
This expected clickthrough rate is a prediction, so it's different from the actual clickthrough rates shown in the "CTR" column of your account. Unlike the "CTR" column, this status considers how the keyword performs both within your account and across all other advertisers' accounts. This status has also been adjusted to eliminate the influence of ad position and other factors that affect prominence and visibility, such as extensions.
It's possible for a keyword to have a high Quality Score and low expected clickthrough rate (or vice versa) because AdWords looks at a number of different quality factors when determining Quality Score. Even if your overall Quality Score is high, looking at the individual factors can help you identify potential areas for improvement.
Paused keywords will retain whatever scores they had when they were last active. Therefore, it may not be useful to look at these scores over time. We encourage advertisers to focus on active keywords when looking at their Quality Score sub-metrics, since these scores will be constantly updated.

Ad relevance:-

A keyword status that measures how closely related your keyword is to your ads.
This status describes how well your keyword matches the message in your ads. For example, if someone searches for your keyword and your ad shows up, would your ad seem directly relevant to their search?
There are three possible statuses you can get: above average, average, or below average.
Having an "average" or "above average" status means that there are no major problems with this keyword's ad relevance when compared to all other keywords across AdWords.
A "below average" status means that your ad or keyword may not be specific enough or that your ad group may cover too many topics. Try creating tightly-themed ad groups by making sure that your ads are closely related to a smaller group of keywords.
Use this status to help identify keywords that might not be relevant enough to your ads to perform well.
It's possible for a keyword to have a high Quality Score and low ad relevance (or vice versa) because AdWords looks at a number of different quality factors when determining Quality Score. Even if your overall Quality Score is high, looking at the individual factors can help you identify potential areas for improvement.
To see the ad relevance status for your keywords, go to the Keywords tab on your Campaigns page and hover over the speech bubble icon next that's next to a keyword.
Paused keywords will retain whatever scores they had when they were last active. Therefore, it may not be useful to look at these scores over time. We encourage advertisers to focus on active keywords when looking at their Quality Score sub-metrics, since these scores will be constantly updated.

 

Landing page experience: Definition

A measure that AdWords uses to estimate how relevant and useful your website's landing page will be to people who click your ad. Landing pages with higher ratings are usually well organized and have text that relates to a person's search terms.
The landing page experience status describes whether your landing page is likely to provide a good experience to customers who click your ad and land on your website. You can use this status to help identify landing pages that might be hurting your chances of making conversions like sales or sign-ups. You should make sure your landing page is clear and useful to customers, and that is related to your keyword and what customers are searching for. All these factors can play a role in determining your landing page experience status.
Your keywords can have one of three statuses: above average, average, or below average.
An "average" or "above average" status means that there are no major problems with this keyword's landing page experience when compared to all other keywords across AdWords.
A "below average" status means that you might want to consider some changes to improve your website's landing page.

 


About ad position and Ad Rank:-

Ad position is the order in which your ad shows up on a page. For example, an ad position of "1" means that your ad has the highest position on the page relative to the other ads of the same type. It doesn't necessarily mean that your ad is above the search results. If there are no ads above the search results, then it means that your ad is the first ad shown beneath search results. In general, it's good to have your ad appear higher on a page because it's likely that more customers will see your ad.
Ads can appear on the top or bottom of a search results page. You can learn about how your ads are stacking up by checking your average position.

Before you begin:-

Keep in mind that “average position” is a metric best suited for checking your progress on the Search Network. Because of the diversity of websites on the Display Network, average position may be less useful for optimizing for display performance.

How ad position is determined:-

The ad auction is how Google decides which ads to show and how they're positioned.
Google Ads calculates Ad Rank for every ad in the auction. Ad Rank determines your ad position and whether your ads are eligible to show at all. Generally speaking, the ad with the highest Ad Rank gets to show in the top position and the ad with the second-highest Ad Rank gets to show in the second position (assuming the ads clear the relevant thresholds), and so on. At a high level, think of Ad Rank as having five factors:
1.     Your bid - When you set your bid, you're telling Google Ads the maximum amount you're willing to pay for a click on your ad. How much you actually end up paying is often less, and you can change your bid at any time.
2.     The quality of your ads and landing page - Google Ads also looks at how relevant and useful your ad and the website it links to are to the person who'll see it. Our assessment of the quality of your ad is summarized in your Quality Score, which you can monitor—and work to improve—in your Google Ads account.
3.     The Ad Rank thresholds - To help ensure high quality ads, we set minimum thresholds that an ad must achieve to show in a particular ad position.
4.     The context of the person’s search - With the ad auction, context matters. When calculating Ad Rank, we look at the search terms the person has entered, the person’s location at the time of the search, the type of device they’re using (e.g., mobile or desktop), the time of the search, the nature of the search terms, other ads and search results that show on the page, and other user signals and attributes.
5.     The expected impact from your ad extensions and other ad formats - When you create your ad, you have the option to add additional information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. Google Ads estimates how extensions and other ad formats you use will impact your ad's performance.

Example:-

Assume five advertisers are competing for a maximum of four ad positions above search results on the Google search results page. The respective Ad Rank of each of the advertisers is, say, 80, 50, 30, 10, and 5.
If the minimum Ad Rank necessary to show above the search results is, say, 40, only the first two advertisers (with Ad Ranks of 80 and 50) exceed the minimum and show above the search results.
If the minimum Ad Rank necessary to show below the search results is 8, then two of the three remaining advertisers (with Ad Ranks of 30 and 10) will show beneath the search results. The advertiser with an Ad Rank of 5 didn’t meet the minimum Ad Rank and so won’t show at all.
For the purposes of the Average Position metric, the advertiser with an Ad Rank of 80 (in the first position above search results) will get position 1, the advertiser with Ad Rank of 50 (in the second position above search results) will get position 2, the advertiser with an Ad Rank of 30 (in the first position below search results) will get position 3, and the advertiser with an Ad Rank of 10 (in the second position below search results) will get position 4. “Position” therefore refers to an advertiser’s order in the auction, not a specific location on the search results page. So even though two of the four available ad positions above search results (the positions immediately below the advertisers with Ad Ranks of 80 and 50) were left empty, the next two advertisers in the ranking (the advertisers with Ad Ranks of 30 and 10) receive positions 3 and 4 for purposes of Average Position.
To improve your ad position, you can:
·         Increase your bid
·         Improve the quality of your ads and landing page experience

Better ads mean better Ad Rank:-

Every time someone does a search that triggers an ad that competes in an auction, we calculate an Ad Rank. This calculation incorporates your bid and auction-time measurements of expected CTR, ad relevance, and landing page experience, among other factors. To determine the auction-time quality components, we look at a number of different factors. By improving the following factors you can help improve the quality components of your Ad Rank:
·         Your ad's expected clickthrough rate: This is based in part on your ad's historical clicks and impressions (adjusting for factors such as ad position, extensions, and other formats that may have affected the visibility of an ad that someone previously clicked)
·         Your ad’s relevance to the search: How relevant your ad is to what a person searches for
·         The quality of your landing page: How relevant, transparent, and easy-to-navigate your page is

Why ad quality matters:-

The quality components of Ad Rank are used in several different ways and can affect the following things:
·         Ad auction eligibility: Our measures of ad quality help determine the Ad Rank thresholds for your ad, and therefore whether your ad is qualified to appear at all.
·         Your actual cost-per-click (CPC): Higher quality ads can often lead to lower CPCs. That means you pay less per click when your ads are higher quality.
·         Ad position: Higher quality ads often lead to higher ad positions, meaning they can show up higher on the page.
·         Eligibility for ad extensions and other ad formats: Ad Rank determines whether or not your ad is eligible to be displayed with ad extensions and other ad formats, such as sitelinks.
In a nutshell, higher quality ads typically lead to lower costs, better ad positions, and more advertising success. The Google Ads system works best for everybody—advertisers, customers, publishers, and Google—when the ads we show are relevant, closely matching what customers are looking for. 



Improve your ad quality:-

In Google Ads, the best performing ads are usually the ones that people find the most relevant. Think about how you search and surf the web: You tend to ignore things you aren't interested in and focus on those that are relevant to you. If you're craving some chocolate chip cookies right now, you'll probably ignore that ad about browser cookies (unless you're also craving those)!
If you know what your customers are looking for, you can focus on making your campaigns, keywords, ads, and landing page more relevant to them, making customers more likely to click your ads.
Below are several things you can do to make your ads more relevant to your customers.

1. Create very specific ad groups

Each ad group within your campaign should focus on a single product or service so that your ads appear more relevant to customers. Your cookie-loving customer is more likely to click an ad about cookies than a generic ad about food. Relevance tends to lead to higher quality ads, and being specific is one way to become more relevant.

Example

If your baked goods shop sells different types of cookie packages, think about creating ad groups for each of those different cookie packages, like one ad group for your holiday cookie package, and another ad group for your birthday cookie package.

2. Choose your keywords carefully

Include specific keywords that directly relate to the specific theme of your ad group and landing page. It's often more effective to use keywords that are two or three words long instead of just single words.

Example

If you're selling cookie packages, some keywords you might consider are "cookie gift package" or "cookie gift basket." Generic keywords like "cookie" or "gift" probably aren't effective because they're way too general.
Need help thinking of more keywords? Try using Keyword Planner to help you think of additional keywords that you might want to add to your list.

3. Include keywords in your ad text

Include your keywords in your ad text (especially in your ad's headline) to show people that your ad is directly relevant to their search. When people see their search terms in your ad text, it shows them that your ad is probably relevant to what they're searching for.

Example

If you're trying to sell a cookie gift package, and you have a keyword that says "cookie gift package," your ad text should also say "cookie gift package."

4. Create simple, enticing ads

What makes your product or service stand out from the competition? Highlight these important differences in your ad. Do you offer free shipping? Do you have certain items on sale? Be sure to describe any unique features or promotions that you offer.

5. Use a strong call-to-action

Your ad text should have a strong call-to-action. A call-to-action encourages users to click on your ad and helps them understand what they can do once they reach your landing page. Here are some sample call-to-action words: Buy, Sell, Order, Browse, Find, Sign up, Try, Get a Quote.

6. Test out multiple ads

Experiment with different offers and call-to-action phrases to see what's most effective for your advertising goals. Our system automatically rotates ads within an ad group and shows the better-performing ad more often. Over time, you might see that certain ads will perform better than others, showing you which ad text is more effective.

7. Regularly review your campaign performance

Test and tweak your campaigns to get the results you want. Review your ad performance to help figure out the best ways to achieve your goals. As you watch your ads over time, you might notice changes to your clickthrough rate or conversion rate. For example, if you find that customers aren't responding to a particular call-to-action in your ad text, remove that ad and try something else. It's all about experimenting!



Find the right performance solutions:-

 

Introduction

Google’s solutions can be a lot to sort through, but there’s a simple way to find the right ones for what your business is looking to accomplish. This course shows you how. 

What you’ll learn:
·         How to define your campaign's primary marketing goal and potential key performance indicators (KPIs)
·         How to understand who your target audience is and where they’re located
·         How to choose the ideal solution that drives your goals and targets your audience

Did you know?


Google has powerful advertising solutions to get your product or service in front of customers wherever they are on the consumer journey. And you’re about to see how to find just the right solution for you with three simple steps:

Read each step in the process. Here’s to keeping things simple!

·         
·         
·         


Find potential customers online:-

Before you start figuring out which targeting strategies to use, it’s helpful to visualize how you will find potential customers online. The following framework breaks this down in three distinct ways.
WHO:-
One aspect of targeting focuses on “WHO” is in your target audience.

Audience targeting helps you identify, re-engage, and expand your audience online. You can target those who actively intend to purchase your products and personalize your ads with relevant messages. All thanks to machine learning.

Example: For customers who abandoned a shopping cart without making a purchase, show ads with “20% Off Your Next Order!” to encourage them to complete the purchase. This is called remarketing.

Demographic targeting allows you to reach a specific set of potential customers who are likely to be within a particular age range, gender, parental status, or household income.
WHERE:-
Another aspect of targeting focuses on “WHERE” your audience is.

“WHERE” can refer to where your customers are in the physical world (e.g., location and device targeting) or where they are online (e.g., contextual or topic targeting).

Example: Suppose you've created an ad group to advertise your car dealership’s latest lineup and you've included keywords like “fuel-efficient cars” and “2018 electric cars”. We use contextual targeting to identify and place your ad on pages that match those keywords.

WHAT:-
The final aspect of targeting focuses on “WHAT” is of interest to your audience.

With Google Ads, you can specify keywords based on what people are searching for. When people search for words like your keywords on Google or partner sites, you can display your ads alongside those search results.

Example: Say you own a flower shop. You can create keywords like “flowers for mom”. When people search “flowers for mom”, your ad may show alongside those search results.





Decide your Goals :-

(1)Brand Awareness:-


(a) Display Network   Campaign   with   Responsive ad   using   VCpm   Bid Strategy   .
Note:- With viewable CPM, you bid on 1,000 viewable impressions and you pay for impressions that are measured as viewable. An ad is counted as "viewable" when 50 percent of your ad shows on screen for one second or longer for Display ads and two seconds or longer for Video ads. Viewable CPM lets you bid on the actual value of your ad appearing in a viewable position on a given placement.



(b)Video     Campaign   with   in stream ad using    CPV   Bid Strategy   .
About cost-per-view (CPV) bidding:-
Cost-per-view (CPV) bidding is the default way to set the amount you'll pay for TrueView video ads in Google Ads. With CPV bidding, you'll pay for video views or interactions (such as clicks on call-to-action overlays, cards, and companion banners).
To set a CPV bid, you enter the highest amount you want to pay per view while setting up your ad group.
Your bid is called your maximum CPV bid, or simply "max. CPV." This bid applies to all ads in an ad group.

Example

If you think it's worth 25 cents to have someone watch your video, you can set US$0.25 as your max CPV bid. This means:
·         For a TrueView in-stream video ad, you'll pay a maximum of US$0.25 when someone watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or engages with an interactive element, whichever comes first






(2)INCREASE WEBSITE VISITOR AND LEAD GENERATION:-


(a) Search Network   Campaign   with   text   ad   using   bid strategy     manual  cpc.

Manual CPC bidding:-
A bidding method that lets you set your own maximum cost-per-click (CPC) for your ads. This differs from automated bid strategies, which set bid amounts for you.
·         Manual CPC bidding gives you control to set the maximum amount that you could pay for each click on your ads.
·         You start by setting a maximum cost-per-click (CPC) bid for your entire ad group (called your default bid), but you can also set separate bids for individual keywords or placements. For example, if you've found that certain keywords are more profitable, you can use manual bidding to allocate more of your advertising budget to those keywords.
·         If you're not sure which keywords or placements are most profitable, or if you don't have time to devote to managing manual bids, consider a Maximize Clicks bid strategy instead. Maximize Clicks is an automated bid strategy that automatically sets your bids to help get as many clicks as possible within your budget

How CPC bidding works:-


For CPC bidding campaigns, you set a maximum cost-per-click bid - or simply "max. CPC" - that's the highest amount that you're willing to pay for a click on your ad (unless you're setting bid adjustments, or using Enhanced CPC).

Example

If you think it's worth US$.25 to have someone visit your website, you can set US$0.25 as your max. CPC. You'll pay a maximum of US$0.25 when a person reads your ad and clicks it, and you pay nothing if they don't click.
Let's say you create a text ad and set a max. CPC bid of US$0.25. If 500 people see the ad, and 23 of them click to learn more, you pay only for those 23 clicks. Your max. CPC bid was US$0.25, so you'll pay no more than 23 clicks x US$0.25, or US$5.75.
Often you'll pay less than your max. CPC because with the Google Ads auction, the most you'll pay is what's minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks. Read the section below on actual CPC to learn more about the final amount you're charged for a click.




How to decide what CPC bid amount to set:-


Once you've set max. CPC amounts that you're comfortable with, see how many clicks your ads begin to accrue, and whether those clicks lead to business results on your website. Also, remember that Internet traffic is always changing, so it's important to re-evaluate your CPC bids regularly.
·         Keyword Planner shows you how often some keywords get searched, and gives you cost estimates at a glance.
·         First-page bid estimates helps you see how much you may need to bid to put your ad on the first page of Google search results.

Using bid adjustments to reach the right customers

You can set bid adjustments that increase or decrease your max. CPC bids for searches occurring on mobile devices or in specific locations. If your campaign targets the Display Network, you can also set bid adjustments for targeting methods in your ad group, like topics or placements, to help your ad show to the most relevant audience. Bid adjustments give you more control over when and where your ad appears, and are applied on top of your existing bids.

Max. CPC bidding options

You can apply your max. CPC bid several ways. Let's say you have a bakery, and you've set up a "breakfast" ad group with keywords like donutscrullers, and apple fritters. Here's how you might set your bids:
·         If you want all the keywords in an ad group to have the same bid: Set an ad group default bid. If you choose a US$1 CPC, then that's your max. CPC when someone searches for donutscrullers, or apple fritters -- any of your keywords. The same bid applies to placements if you're running your ad on the Display Network. This is the easiest way to manage your CPCs.
·         If you want the keywords in an ad group to have different bids: Set keyword bids. For instance, if you know that people who search for apple fritters tend to buy more than people searching for donuts, then you might bid US$1.25 for each click on apple fritters and US$1 for each click on donuts.
·         If you want your Display Network targeting methods to have different bids: You can set a max. CPC for placements, topics, or other targeting methods. For instance, you can try to help your ad show on a donut recipes website by setting a custom bid for that particular placement on the Display Network.


(b) Search network Campaign  with text ad using   Target  CPA    bid strategy .

How it works

Using historical information about your campaign and evaluating the contextual signals present at auction-time, Target CPA bidding automatically finds an optimal CPC bid for your ad each time it's eligible to appear. AdWords sets these bids to achieve an average CPA equal to your target across all campaigns using this strategy.
Some conversions may cost more than your target and some may cost less, but altogether AdWords will try to keep your cost per conversion equal to the target CPA you set. These changes in CPA take place because your actual CPA depends on factors outside Google's control, like changes to your website or ads or increased competition in ad auctions. Additionally, your actual conversion rate can be lower or higher than the predicted conversion rate.
For example, if you choose a target CPA of $10, AdWords will automatically set your CPC bids to try to get you as many conversions at $10 on average. To help improve your performance in every ad auction, this strategy adjusts bids using real-time signals like device, browser, location, time of day, remarketing list, and more.

Settings

Target CPA

This is the average amount you’d like to pay for a conversion. The target CPA you set may influence the number of conversions you get. Setting a target that is too low, for example, may cause you to forgo clicks that could result in conversions, resulting in fewer total conversions.
If your campaign has historical conversion data, AdWords will recommend a target CPA. This recommendation is calculated based on your actual CPA performance over the last few weeks. When you create a new campaign, AdWords will recommend a target CPA based on your account’s historical conversion data.
When formulating a recommended target CPA, we’ll exclude performance from the last few days to account for conversions that may take more than a day to complete following an ad click. You can choose whether to use this recommended target CPA or to set your own.
see how to create target cpa campaign



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