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About Target CPA bidding in Google Ads

What is Target CPA( target cost per acquisition )?
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.

About Target CPA bidding
(1)Target CPA is a Google Ads Smart Bidding strategy that sets bids to help get as many conversions as possible at or below the target cost-per-action (CPA) you set.

(2) Before you can set up a Target CPA bid strategy, you’ll need to set up conversion tracking.

(3) Using historical information about your campaign and evaluating the contextual signals present at auction-time, Target CPA bidding automatically finds an optimal bid for your ad each time it's eligible to appear. 

(4) For example, if you choose a target CPA of $10, Google Ads will automatically set your 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.

Device bid adjustments  in Target CPA:-

Device bid adjustments for Target CPA allow you to prioritize conversions by device. You can set adjustments for desktop, tablet, and mobile.
Unlike bid adjustments for manual CPC, your bid adjustments for Target CPA modify the value of your CPA target, rather than the bids themselves. For best performance, you may want to remove your manual CPC bid adjustments when switching to Target CPA.
If your target CPA is $10, setting a bid adjustment of +40% for mobile will increase your target CPA to $14 on mobile devices. To prevent your ads from showing on any mobile devices, you can set a mobile bid adjustment of -100%.

How it works:-

Pay for conversions uses the same bidding algorithm as when you pay for clicks.
If you choose to pay for conversions, you still use the Target CPA bidding strategy, but you pay for conversions instead of clicks. You'll only be billed for conversions received at the Target CPA that you set. 
For example, 
if you set your Target CPA to £10 and you get 10 conversions during a month, you'd be billed £100. You won't be charged for clicks or impressions leading to the conversions.

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