I’m testing out Google AdWords’ conversion optimizer to focus on conversions rather than clicks to see if I can see a double digit increase in conversions as I’ve read in the Google AdWords Training Center.

Although the conversion optimizer tool will recommend a Max CPA or Target CPA for you based on your campaign’s history, I’ve manually set the Target CPA to $150 (YOY, last year’s average CPA for this campaign was $167). I think $150 is a little bit harry for a goal, but I think its important to see if this test to see if we can decrease the average CPA (the need driven by the big cheeses) can be done, given the current economic landscape.

Here’s a screenshot of what the top part of the campaign looks like (Aug 1 2011 – Aug 23 2011):

I’ll keep a close eye on this campaign over the next 4 weeks to see how things go.

Max CPA vs Target CPA

I decided the best option for this campaign is Target CPA. This campaign consists of 24 AdGroups and the average CPA varies anywhere from $40 to $255. So, if I selected Max CPA, its less likely I’d see conversions within AdGroups that I know have been averaging above $150.