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Welcome to the help center for DoubleClick Search, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the DoubleClick Search product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

Max CPA column

Displays the maximum cost-per-action amount that you are willing to pay for a biddable item that is managed by a bid strategy with the goal of maximizing conversions (CPA) goal. The max CPA keeps each high bid within a profitable range.

The amount of the max CPA is higher than the target CPA amount. To keep bids in a profitable range but not overly constrain a bid strategy, we recommend that the max CPA be at least 1.5 times the target CPA.

You can use this column in a formula column by specifying the Bid_strategy_max_CPA variable.


Add this column to a report
  1. Navigate to an advertiser.

  2. In the left navigation panel, click Bid strategies.

  3. Select a date range.

  4. Above the performance summary graph, click the Columns button.

  5. Next to Available columns, type the column name in the search box.

  6. Click + next to the column name in the Available columns list.

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