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 the most possible 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.
  • With Conversion Optimizer, you can set one of two types of cost-per-acquisition (CPA) bid -- a target CPA bid (the average amount you'd like to pay for a conversion) or a maximum CPA bid (the most you're willing to pay for each conversion). For campaigns that promote mobile app downloads, you can only set a target CPA.
  • 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