Performance Tip: How to Reduce CPA by 16-80%

How to Reduce Your Cost Per Conversion by 16-80% July 25, 2013 - Quality Score: Is it the be-all-end-all of AdWords metrics, or no big deal? You’ll get a different answer depending on who you ask. Proponents believe Quality Score is a good measure of the health of your account – high scores tend to correlate with lower costs and better results across the board. Detractors will say QS is a distraction and all that really matters is your cost per conversion, because that’s how you determine your ROI. So who’s right? What should you focus on in your PPC reporting? Why Optimizing for Quality Score and Optimizing for CPA Are the Same Thing What those Quality Score detractors don't seem to realize is that QS is every bit as important in determining your cost per conversion, as well. Here's how I know: To quantify the relationship between cost per conversion and Quality Score, I manually compiled CPA data from thousands of campaigns across several hundred WordStream client accounts, representing about $100 million in annualized spend. I then plotted the average cost-per-conversion versus the impression-weighted Quality Score for each campaign. Here's what it looked like... Visit The WordStream Blog to read the rest of this article.

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