It's a residential gutter contractor. I took over the account after it was abused by a cheap freelancer and it took ages to get going. I had to take off the guardrails (max CPC and TargetCPA) to get the ads to serve. I knew it was risky but didn't think 2.5x the budget was a thing.

eCPC is riding off into the sunset, but don’t worry—better bidding options are available: Maximize Conversions and Maximize Conversion Value, with optional Target CPA and ROAS. More powerful automated bidding, better outcomes. 💪💼 #PPC #GoogleAds #TargetCPA #TargetROAS

I have only done this once and that was when the client had someone on their team who had recently worked for a competitor and had a good idea of what the likely CPA was. I started with a TargetCPA (as it was then). It still took a week of anxious refreshing before the leads started to flow. For the first few days we had the target CPA set to what we expected it to be without getting any traction. We raised it to double and that seemed to work - the leads started to flow at close to the expected CPA.

The dudes at HockeyStack dropped a B2B SaaS Benchmarks report. To me, there were 3 big takeaways: 1. 93% of B2B ad spend is going to Google and LinkedIn. 2. Google Ads has the most overall spend allocation, but the lowest conversion rates. 3. January and February are the worst months for generating new lead flow. This presents a lot of opportunity for B2B marketing. Here's my brain dump! 🧠🤓 - Avoid being over-reliant on the most crowded channels. But the problem is that B2B executives are very bought into Google and LinkedIn spending, and it's hard to convince them otherwise. - Find niche pockets of influence for alternate advertising: like newsletters, podcasts and high quality events. Also, don't sleep on Bing. The volumes are lower but marketers just assume it sucks without exhausting its possibilities. - Broad match campaigns are pretty much a budget drainer. Not worth it for B2B. - TargetCPA campaigns can also get messy. They tend to generate high volumes of garbage clicks, but on the flip side they somehow learn how to fish out a few diamonds in the rough. - I've noticed that companies are slow to "bounce back" from the holidays, and are still figuring out their 2024 budgets, plans, and strategy in Jan / Feb. - Therefore, it makes sense to "flood the awareness channels" and reconnect with target stakeholders during these months, so you'll be top of mind when things heat up in March. That last point is much easier said than done. What do you guys think?

A3. Depending on your definition of success, Google Search if we are looking at lead quality & volume. Although I've found across the board with TargetCPA these days my CPCs are becoming almost unmanageable, so I've gone back to max clicks on occasion #PPCChat

Stop using #TargetCPA bidding. Instead, move to #ValueBasedBidding Why and how? Join PPC Town Hall in 1 hour as our CEO @siliconvallaeys, Rebecca Chiu & Alex Ioch from Google tell you all about it. youtube.com/watch?v=BCJgElkU… #ppcchat

I read it as a name change. "The MaximizeConversions bid strategy using the new optional target_cpa setting will still behave like the TargetCpa strategy does today, and likewise, MaximizeConversionValue using the new optional target_roas setting will behave like TargetRoas."

Smart #Bidding is a set of conversion-based bid strategies #TargetCPA, #TargetROAS and #EnhancedCPC that use advanced machine learning to help you tailor the right bid to each and every auction.#DigitalMarketing #GoogleAds #GoogleAdwords #OnPageSEO #OFFPageSEO #ThinkCode.

#EnhancedCPC tries to get the the more convertible clicks.. #TargetCPA aims for more conversions without blowing up your CPA.. Hope that helps.