Google Ads Pay for Conversions Bidding in Display Campaigns

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Advertisers can pay Only for Conversions rather than Clicks or Impressions.

pay per conversion - Display Campign

Google has announced the availability of conversion based mostly bidding for new good display campaigns known as “Pay for conversions”.

The Google display Network includes over three million websites and apps and offers nearly as many ways to focus on your display ads across the web. while all this targeting provides sophisticated advertisers lots of control over their ads’ performance, it is often intimidating to find the best way to begin advertising or optimize your display ads.

Google hopes to make this ad targeting riddle easier with its brand new smart display campaigns, that are rolling out of beta to any or all advertisers now. Google’s new smart display campaigns enable advertisers to target their ads to audiences and placements that are possibly to drive conversions for his or her business without requiring any set targeting. All advertisers need to do is select a CPA goal and upload some ad assets then Google handles the rest.


With the new bidding options, advertisers are charged when users convert from the ads instead of for ad clicks or impressions.

Similar to Google search campaigns, advertisers that wish to pay by conversion set a Target CPA (cost per acquisition) in the Bidding section of campaign settings. In an instance of how the pricing works, Google offered, “Let’s say your target CPA is Rs 5, and you drove 60 conversions over the weekend. You’ll pay precisely Rs 300, with an actual CPA of Rs 5.”

Pay for conversions uses identical bidding algorithm as click-based payment. Google says, “You’ll never pay higher than your target cost per action.” The goal is to generate as many conversions as possible at that concentrate on threshold.

Your AdWords account must have more than 100 conversions in the last 30 days to be eligible for pay for conversions. in addition, the time between click and conversion should be shorter than 7 days for a minimum of 90 % of those conversions. To see conversion lag time data of yours in the Google Ads UI, segment data from the past 30 days or more by Conversions > Days to conversion.

Target CPA bidding is most appropriate for comparatively high-volume campaigns promoting products or services with similar margins. The upper limit on target CPA is $200.

If you get a mistake while trying to use pay for conversions, your account could also be ineligible for “undisclosed reasons.” Google says eligibility is refreshed daily.

Pay for conversions don’t work for conversions imported from calls or sales force or for cross-device conversions. It conjointly doesn’t work with shared budgets.

There is also a choice to use smart display campaigns with pay for conversions. Campaigns need to reach about 50 conversions in a 30-day span to be eligible for smart display campaigns.

Google’s automatic smart display campaigns leave very little control within the hands of advertisers; but, advertisers still have power over 5 necessary settings:

Campaign Budget

Advertisers always have the ability of the purse within Google Ads. Scaling a successful smart display campaign is as easy as giving the campaign additional budget! A troubled campaign, however, can have its budget restricted till performance improves.

Target CPA

Although advertisers can’t set a CPC or CPM bid inside a smart show campaign, they can always adjust their target CPA. If you’re disappointed by the CPA of your good display campaign, lower your target CPA!

Ad assets

It can be easy to forget to test new ad creative during a smart display campaign, but don’t neglect the importance of ad copy testing! habitually check your ad assets and replace any headlines, descriptions, or images with “Low” performance.

Ad Placement

Although you don’t select which websites and apps your ads will run on initially during a smart display campaign, you’ll still exclude individual placements from showing your ad. be sure to regularly review your placement report and exclude poorly performing placements from your campaign to avoid wasting your ad money in the future. you’ll also exclude individual placements to prevent your ads from serving on sites with content that doesn’t align along with your brand. To exclude placements from a smart display campaign, you will need to create a campaign exclusion list in your account’s shared library.

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