Google Conversion Optimizer

Ron Dinger - January 30, 2009

Google is always releasing new tools in their AdWords interface, and one of the more recent tools being offered is Conversion Optimizer. This tool can help you reach your CPA (cost per acquisition) goals by using Conversion tracking and the historical data with your AdWords account. It’s ideal for users that don’t rely on a 3rd party bid management solution and a great way for the average AdWords user to optimize their account with automated bid management. Best of all — its free with any AdWords account.

If you are interested in setting up this feature on any campaigns in your account, it’s quite simple and setup takes a few moments for each campaign you activate. The only requirement is that the campaign being opted in must have at least 30 conversions over the last 30 days — Google needs a decent amount of conversion data to effectively manage each campaign. When initially setting up the feature, its best that you take the “recommended bid” to begin. You can experiment and tweak the CPA goal higher or lower from that initial setup.

Conversion Optimizer is a great tool for many advertisers, but it’s not for everyone. It’s really designed for direct response marketers, who can track conversions through Google Conversion Tracker — online purchases, or a completed form are good examples.

My suggestion is to experiment with the new tools being offered by Google. Most will make your job easier and help you improve the ROI of your campaigns.