Why CPA Matters
Cost Per Acquisition (CPA) is arguably the most important metric in PPC. It tells you exactly how much you're paying for each conversion, whether that's a lead, sale, or signup.
Reducing CPA means more conversions for the same budget - or the same conversions for less money. Here are 7 proven strategies we use with our clients.
1. Audit Your Conversion Tracking
Before optimising, ensure you're tracking accurately. Many businesses have:
Fix tracking first, then optimise.
2. Implement Negative Keywords Religiously
Negative keywords prevent your ads showing for irrelevant searches. Review your search terms report weekly and add negatives for:
3. Improve Quality Score
Quality Score directly impacts CPA. Focus on:
A Quality Score increase from 5 to 7 can reduce CPC by 20%+.
4. Tighten Geographic Targeting
Are you advertising nationwide when you only serve London? Geo-targeting improvements include:
5. Test Smart Bidding Strategies
Google's machine learning can optimise bids better than manual management at scale. Consider:
6. Restructure Campaigns
Poor account structure kills performance. Ensure:
7. Improve Landing Pages
Your landing page is where conversions happen. Test:
Implementation Priority
Start with tracking and negative keywords - these are quick wins. Then work through the rest systematically, measuring impact at each stage.