Today, I wanted to walk you through Target CPA, which, as we all know, is very heavily promoted and often discussed as a bidding strategy.
So, for Target CPA, you should have run a campaign earlier last month. And if that is getting about 15 plus conversions, around 30, 33 conversions, then you can convert that campaign to Target CPA.
Without those many conversions, you will not be able to Google it. We will not provide you with that opportunity or options, right?
And actually if you can do that, but if it has happened only then this functions. This video I am about to talk to you about the negative side of it.
What happened that we applied target, target CPA. We didn’t want it to do that, but I, I was being asked by the Google team on support.
They called the account support person, mailed me and then they scheduled a meeting after following two or three times. And then they said they were recommending 15, 20 other things.
I always am against whatever they say because, not because of any bias, mostly what they say I have found has been wrong.
But this one I thought of, let me, let me. Let me and let me test what happens. Alright. I knew that there could be a downside, but let’s see.
Now I wanted to show you what is the downside. Right. So we applied target CPA and then after certain days, is limited by budget started coming in.
Right. Limited by budget. And then it goes on, you know, if you go and apply, it will tell that if my present budget is 70, now it will tell.
It should make it to 90 and then when you make it 90, then again after few days again, it will be target CP and it will tell you to again increase.
This is because Google is saying that you should have an unlimited budget. If I am giving you leads, you should have an unlimited budget.
That is one side of the story, but I will come back to the story of why, say, my sales cycle is long.
Now, I want to see that whether the leads are closing. So I want to give that, give that sales cycle period time now, you know.
You, a part of that sales cycle getting closer, you don’t jump off leaving everything and start auditing that, let me see.
You schedule a time of a month to see that; okay, let me evaluate how many of these converted. Were these leads?
Was it a bargain or was it a fairly okay price, right? Or was it that very nasty deal? So you want to look into that, that, that how was the conversion.
But in that time, your campaign has now also gotten. We tried to ignore the alarm for the limited bypass. Suddenly, what happened? Generally, this doesn’t happen.
But this time, what happened is that, and that’s the other thing I wanted to take you through.
Let’s see this first. This, this is November 19 days. I have shared the, I have handwritten this matrix for you.
November 19 days when there was no targets. CPA. What? Right. Where we were not having target CPA. Right. So first November, we have three conversion.
Second November, we have one conversion, and that’s how you will generally find it, averaging to about 30%. 30, 35 clicks and about on an average of these many leads we were getting in a right in a month.
Now, last day, 30th November. We applied target CPA knowingly so that we can match the metrics properly. See, this was learning.
It jumped off five leads. In the earlier campaign, we never got five leads with this budget. It jumped off, it went down, it again jumped off and then.
It dropped the impression, pathetically, to 39. That was massive. We were averaging about, in fact, the overall impressions here is about, you know, 250, 250.
300. I said you, we are getting about 25, 30 impressions. I found that on this, it’s about 5 units more.
General about 35 clicks. In general, 35. Where it is in general about 30, 30 clicks. Then it jumped, dropped down, and wanted that limited target budget to be expanded.
This doesn’t happen, but this time, this has happened. I will test other times if it is getting repeatedly done. So, if you are running a target, CPA campaign, you will have to understand it will go on hitting limited by budget.
You will have to go on increasing the budget. And I also, if I am carrying a sales team following these leads and there are a number of other campaigns that the leads are coming.
I might want a stable rate of lead flow daily rather than erratic though 4 and 5 is not so high a number.
But if I have a number of campaigns for one campaign, this impact is, but if I have a number of campaigns at all.
All the places there is erratic, this deviance of erratic, it does hurt and you don’t want to, unlimited budget is not that you suddenly decide.
You have a quarterly meeting; you have a half-yearly meeting, and you decide on that. Okay, a decision: we will now go about a 200% increase in budget, a 100% increase in budget.
Then we, then we do it, right. Google actually wants them to us to apply that immediately. This is what. I find, and I find is, you know, with the, with the target CPA campaign something which is wrong, specifically for, for thoughtful businesses, which will take decisions by documenting, writing pros and cons, and then deciding over it, rather than on the go. That’s how we feel the businesses should run.
Under such conditions, applying a target CPA is a wrong decision, alright? So that’s what I wanted to tell you; I wanted to talk to you about the target CPA campaign, alright?
If you have any more queries about this, please do leave. Let me know. Thank you.