Cost-per-acquisition (CPA) is an important metric that advertisers use to evaluate campaign performance. This metric is calculated by dividing the campaign spend by the total number of new customers that completed the "conversion event" specified by the advertiser. With AdWords, the tracking of newly acquired customers is done via Conversion Tracking, so CPA is simply calculated by dividing the campaign spend by aggregate conversions.
Your CPA for both search and display campaigns should be fairly similar as a result of "Smart Pricing" - an algorithm that discounts pricing on clicks that are not likely to lead to conversions. However, you may see greater volumes of conversions originating from search or display depending on the nature of your campaign.
For display campaigns, Google provides an additional conversion metric, the "view-through conversion", which you can add to your click conversion counts. View-through conversions provide a measure of the number of online conversions that happened within 30-days of a user seeing (an ad impression), but not clicking, on your display ad on the Google Display Network.
View-through conversions are useful for more accurately measuring the impact of your display campaigns, and for giving you even more performance data to leverage when optimizing to increase response. To implement view-through conversions, you need to have Conversion Tracking enabled, and have checked the box next to "view-through conversions" in the customize columns menu in AdWords.
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