Pay. Per. Conversion. what to expect from a Pay Per Conversions Display campaign

Pay. Per. Conversion. What
to expect from a pay per
conversions Display
campaign
Rashed Khan | Pepper.agency
SLIDESHARE.NET/rash799
@pepperppc

What if you could
advertise for free and
only pay for results?
https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo

CVR CPC
Pay Per
Click model
Impressions
Clicks
Conversions
CPA

tCPA
CVR CPC
Pay per
conversion
model
Impressions
Clicks
Conversions
CPA

Our results with one client
70% higher
conversions
Around 50%
better CPA
Compared to Search campaign
after month six of running
Display campaign

Sounds like a no
brainer…. but …

Results are hit and miss
Some of our accounts see a handful
of conversions each month….

Results are hit and miss
We’ve also seen campaigns with traffic
but no conversions

Google doesn’t just give
away free advertising

Eligibility
requirements Smart or standard Display campaign
Target CPA
$200 maximum tCPA
Website or app conversions
Separate budget
100 conversions within 90 days
90% of conversions happen within seven days

Even then you may not
be eligible

You could try going
through the campaign
creation process
If you don’t see this
option, you’re not
eligible

What to expect
From a pay for conversions Display campaign

Expect a spike in traffic…
and then a sharp decline
For one account, in the first 30
days, 46% of impressions
happened in the first five days.

Expect to see a gradual
increase in CTR
As the system optimises the campaign,
expect to see an increase in CTR

Give it Time
On one account, it took nine
months before we saw our first
conversion

If Google isn’t making
money, it will kill the
traffic

When the campaign starts
converting, expect an
increase in impressions

Good campaign setup
and optimisation still
applies
This is not a ‘set it and forget it’
campaign

Start with a high tCPA
Around twice as high as the account
average

Set the tCPA too low and
the learning phase will
take longer
Here we set the CPA around the
same as the account average

Set the tCPA too low and
the learning phase will
take longer
Here we set the CPA lower than
the account average

Know that there is a cut
off point

Sudden spikes in
impressions can ruin
reporting
Impressions can change from millions to
thousands to hundreds week on week

Segment out in reports
Be prepared to explain radical changes in
performance data

Block out segments
harmful to the brand

Choose the right
conversion action

Campaign can overspend
Campaign may overspend when it starts
regularly converting

Thankyou

Pay. Per. Conversion. what to expect from a Pay Per Conversions Display campaign

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