Today we are answering a very common question that comes up often when you're using Google Ads - which is 'What is the difference between Target CPA and Maximize Conversions bid strategy?'. If you haven't already, you can check out our other article about Google Ads Bid Strategies Explained where we explain all 6 Google Ads bidding strategies and what they are, how to use them, and when they should be used. Otherwise, this article will delve solely into the differences between the two bid strategies: Target CPA and Maximize Conversions.
Maximize Conversions
Think of "Maximize Conversions" as going all-in at a casino. The system will spend aggressively to get conversions at any cost, without considering your budget efficiency. While this might sound appealing, it often leads to unnecessarily high costs per click without improving your overall conversion rate.
Our experience shows this strategy rarely helps reduce acquisition costs or maximize conversions within your budget. We recommend this approach only when other strategies aren't working.
Best for campaigns that:
Have zero to very few conversions
Have plenty of daily budget to spare
Aren't currently using their full daily budget
Target CPA (Cost per Acquisition)
This strategy is like setting a strict budget per conversion. You tell the system the maximum amount you're willing to pay for each conversion, and it works within that limit. It's more controlled than Maximize Conversions and includes helpful features like the ability to cap your cost per click.
When setting your Target CPA, look at your current performance and aim for a realistic goal. A good rule of thumb is to set it no more than 10% below your current CPA. For example, if you're currently paying $100 per conversion, try setting a target of $90.
Best for campaigns that:
Consistently generate conversions
Have substantial search volume, giving the algorithm plenty of data to work with
Maximize Conversion with Target CPA (Hybrid Strategy)
This strategy combines the best of both worlds. It's like having an enthusiastic shopper with a strict budget - trying to get the most deals while staying within spending limits. The system works to maximize your conversions while respecting your maximum cost per acquisition.
Key difference from other strategies:
Unlike pure Maximize Conversions, you can control your CPA
Unlike pure Target CPA, you can't set maximum bid limits, only CPA caps
Best for campaigns that:
Have few conversions but need data
Want to avoid overspending while building conversion history
Which Bid Strategy should I Choose?
Choose your strategy based on your campaign's current performance:
Strong campaigns (many conversions) → Target CPA
Growing campaigns (some conversions) → Hybrid Approach
Struggling campaigns (no conversions) → Maximize Conversions
Remember, these strategies are tools in your toolbox - choose the one that best matches your campaign's current state and goals.
Frequently Asked Questions on Maximise Conversions vs Target CPA (Cost per Acquisition) Bid Strategies
What is Maximize Conversions?
Maximize Conversions is an automated bidding strategy that uses machine learning to optimize your bids to get the most conversions within your campaign's budget. This strategy automatically sets bids for each auction to help get the most conversions for your campaign while spending your entire budget.
What is Target CPA (Cost per Acquisition)?
Target CPA is an automated bidding strategy that sets bids to help get as many conversions as possible at or below your target cost per acquisition. The strategy uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities.
How long does it take for Bid strategies to optimize my Google Ads campaigns?
Both strategies require a learning period:
Maximize Conversions typically needs 1-2 weeks of data
Target CPA usually requires 2-4 weeks of learning time
Both strategies perform better with more historical data
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