Conversion Optimizer

An AdWords feature that predicts which clicks are likely to be valuable, then changes your bids to help you get as many profitable clicks as possible.

  • If your main advertising goal is getting conversions (like sales, signups, or mobile app downloads), then Conversion Optimizer can help automatically get more conversions for your budget. It can also help you get more sales while paying less for the clicks that lead to those purchases.
  • Conversion Optimizer uses your Conversion Tracking data to avoid unprofitable clicks and get more conversions at a lower cost. Based on your campaign's history of conversions, Conversion Optimizer automatically finds the optimal cost-per-click (CPC) bid for your ad each time it's eligible to appear. It sets higher CPC bids for more valuable clicks and lower CPC bids for less valuable clicks.
  • Conversion Optimizer requires you to set a target CPA (the average amount you'd like to pay for a conversion). For campaigns that promote mobile app downloads, you can only set a target CPA. The Target CPA simulator can help you estimate how changing your target CPA might affect your conversion volume.
  • A similar feature is Enhanced CPC (ECPC) which can also help you get more sales or other conversions. The main difference is that ECPC works with the maximum CPC bid that you set, while Conversion Optimizer doesn't. Another difference is that Conversion Optimizer modifies 100% of traffic, while ECPC modifies 50% initially, and then moves that percentage up or down based on how it is performing. You can set both Conversion Optimizer and ECPC to focus on either conversions or converted clicks by choosing a conversion bid metric on the Settings tab of all your conversions.

More about Conversion Optimizer
How to set up Conversion Optimizer
More about Enhanced CPC

Was this article helpful?
Sign in to AdWords

Get account-specific help and tips by signing in with your AdWords account email address, or learn how to get started with AdWords.