It's your first time running a video action campaign. What approach to bidding strategy should you implement for optimal results?
Start with cost-per-view bidding to establish CPV performance, then switch to Maximise conversions to capture more conversions at the desired CPA.
Start with cost-per-view bidding to establish CPV performance, then switch to target CPA to capture more conversions at the desired CPA.
Start with Maximise conversions to establish CPA performance, then switch to target CPA to capture more conversions at the desired CPA.
Start with target CPA to establish CPA performance, then switch to Maximise conversions to capture more conversions at the desired CPA.
Explanation
Analysis of Correct Answer(s)
This two-phased approach is a Google best practice for new Video action campaigns.
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Phase 1: Start with Maximise conversions. When a campaign is new, the Google Ads algorithm needs data to learn what works. The Maximise conversions bid strategy focuses on generating as many conversions as possible within your budget. This "learning phase" helps establish a baseline Cost Per Acquisition (CPA) performance.
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Phase 2: Switch to target CPA. Once the campaign has gathered sufficient conversion data (typically after 2-3 weeks and at least 30 conversions), you can analyze the average CPA. You then switch to the target CPA strategy, inputting the established CPA as your target. This allows you to scale your campaign while maintaining control over your cost per conversion, optimizing for efficiency.
Analysis of Incorrect Options
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Starting with target CPA: This is not recommended for a new campaign because you lack the historical data to set a realistic target. Setting a CPA that is too low can severely limit your campaign's reach and prevent it from gathering necessary performance data.
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Starting with cost-per-view (CPV) bidding: CPV bidding is designed for campaigns where the primary goal is to generate views and increase brand consideration, not to drive conversions. For a Video action campaign, the objective is to drive specific actions (like sales or leads), making conversion-based bidding strategies the correct choice.