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Remarketing Campaigns in CPA vs CPC

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# 1
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Hey Guys! 

Do you prefer to have your Remarketing lists and campaigns in CPA or CPC? I have heard that Target CPA in Remarketing could potentially confuse the algorithm. Does anyone have thoughts or opinions on this? 

 

Thanks in advance!

 

 

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Remarketing Campaigns in CPA vs CPC

[ Edited ]
Top Contributor
# 2
Top Contributor

Hi @Janet A,

 

Chances are I would not say that Target CPA in Remarketing could potentially confuse the algorithm. The underlying truth is that most advertisers launch the Target CPA automated bid strategy without having accrued a reasonable amount of conversions in the past, an unavoidable ramification of which is an extended learning period for the algorithm during which quite a few factors might occasionally be unpredictable. 

 

I, for one, typically prefer using Manual CPC, enabled Enhanced CPC for Remarketing Lists. Would likely change my mind a bit if I had lists with an astronomical number of items.

 

Best,

Lakatos

Remarketing Campaigns in CPA vs CPC

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# 3
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Thanks Lakatos, 

That makes sense because I feel that this is what is happening. To be more specific, I get sporadic, but good results. I'll have a day with conversions, then the next day, the remarketing list won't even fire...it remains dormant. It's like it doesn't know what to do with itself half the time. 

Should I perhaps switch back to CPC until I have accrued an appropriate amount of conversions? How many would you say would be ''appropriate'' for a switch to CPA? 

 

Thanks in advance! 

Remarketing Campaigns in CPA vs CPC

[ Edited ]
Top Contributor
# 4
Top Contributor

Difficult to say, it depends on many factors. As a rule of thumb, I would not consider a switch before I have hundreds of conversions per month via the list.

 

Lakatos