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It's nice to see an adwords article that finally embraces CPA bidding. It really is king. I've been doing this for over a decade and was very hesitant to use it
by canadianwriter 6y ago
It's nice to see an adwords article that finally embraces CPA bidding. It really is king. I've been doing this for over a decade and was very hesitant to use it but it really beats everything out there.
One thing he doesn't mention is the landing page experience. It affects both your quality score which can have big impacts on CPA as well as your conversion rate.
Not sure why people have issue with "creative" as a noun, this has been the standard in advertising for decades. Hell, it's in the dictionary: https://www.merriam-webster.com/dictionary/creative https://www.merriam-webster.com/dictionary/creative
Don't need to crap on Quantic and the like as much though, they do have some things that Google doesn't.
Some people are commenting on him not giving specific advice for making the creative. As some have pointed out, a whole article could be written about that, or more realistically, entire libraries of books. In short he is talking about ad copywriting, it's a whole discipline that takes years of experience and learning to get good at.
- eximius 6y ago> Not sure why people have issue with "creative" as a noun, this has been the standard in advertising for decades. Most people aren't in advertising. It is a surprising use of a common word. I still twitch when I hear 'copy' used in the content sense.
- dwaxe 6y agoI guess not enough of HN has watched Mad Men.
- deleted 6y ago[deleted]
- dhimes 6y agoWhat's the difference between the Aquisition in CPA and the Click in CPC?
- mceachen 6y agoCPA is cost per action, not acquisition. Action is defined by you. This bidding mode means you're taking less risk per auction, as you don't pay for impressions or clicks. You pay (sometimes 10x more) to reduce that risk, though, and your reach (how many people see your ad) can be adversely impacted if the Google Brain estimates your click through and conversion rate unfavorably to your auction competitors.
- dmoy 6y agoAction usually, not acquisition? Anyways, action can be whatever you define. It could be a purchase, someone signing up for a mailing list, or someone sending a purchase order, or whatever you can programmatically define. A click is just opening the landing page from the ad.
- dhimes 6y agoThank you, repliers. I found this: https://www.leapclixx.com/blog/cpa-vs.-cpc https://www.leapclixx.com/blog/cpa-vs.-cpc
- csours 6y ago> "Not sure why people have issue with "creative" as a noun, this has been the standard in advertising for decades." Probably the same problem some people have with the term "Human Resources". If you can be reduced to a "Resource" then you're basically just meat (or it can feel that way). When you use the term "creative" as a noun that way it sounds like a brain in a jar, and if the brain misbehaves, it can be replaced.