Google Conversion Optimizer: Get More From Google AdWords <br />Google AdWords is a bid manipulation tool that manages bids at the keyword-level with the goal of trying to drive as many conversions at or below an advertiser-specified Cost-Per-Conversion (also known as a Cost per Action, or simply, CPA). In this tutorial, we’ll learn how to use new keyword management tools from WordStream in conjunction with the Google Conversion Optimizer to optimize conversion rates – the result is more leads for less money!<br />How Does Google Conversion Optimizer Work?<br />If you (the advertiser) specify a relatively low target Cost-Per-Conversion, the tool will place conservative bids on only those keywords that Google thinks are a sure-thing in terms of their probability to convert for you – the result will likely be cheaper conversions, yet fewer of them – essentially, it will only go after the "
low hanging fruit"
. Conversely by specifying a relatively higher target Cost-Per-Conversion, Google’s Conversion Optimizer will have the ability to bid more aggressively, and will compete for higher ad positions on a broader keyword terms, likely resulting in a greater number of conversions, but at a higher cost.<br />However, new keyword management and keyword analytics solutions from WordStream can help fundamentally alter this Cost-Per-Conversion vs. Volume of Conversion trade-off – by focusing on relevancy and Quality Score, advertisers can potentially realize both more conversions at lower costs. In order to be eligible to use Google Conversion Optimizer, you must be using Google Conversion Tracking, and you must have accrued a minimum of 30 conversions in the last month so that Google can use that conversion history to help optimize your bids. You can view Conversion Optimizer eligiblity in WordStream, in the "
tab as illustrated here:<br />To enable Conversion Optimizer for eligible campaigns, simply click on the "
Enable Conversion Optimizer"
button in the "