Any PPC regular who uses the Google Bid Optimizer alongside Adwords will have experienced the endless battles that ensue between what Google wants you to do (spend more money funnily enough) and the results you want from your campaign.
But now Google has brought about a Multi-dimensional Bid Management add-on which, according to them, will...
"Increase your AdWords conversions and decrease cost per acquisition. On average, campaigns adopting the Conversion Optimizer achieve a 21% increase in conversions while decreasing their CPA by 14%"
The Conversion Optimizer is available for e-commerce Adwords campaigns, more specifically any campaigns that have converted one acquisition in the last thirty days. It allows you to bid with a maximum CPA (cost per acquistion) rather than CPC (cost per click), thus optimizing your conversions. The promotional video for the conversion optimizer sounds very convincing, but will it really make a difference?
Well hopefully, this tool will take up less of the PPC user's time. With the multi-dimensional bid management won't be dominated by one adgroup, so the spread of your commerce will be better if the tool does its job. It apparently understands the differences in geography and other such dimensions, so the focus of your business does not end up going down one channel that might actually cause you problems in the real world.
It certainly sounds good on paper, albeit less so on Youtube (let's face it, Google could have spent more than an 8 year old's pocket money on the promo couldn't they?) - but with no added charges so in theory no risk, the Google Conversion Optimizer has got to be worth a try! Already tried it? Let us know what you think!