The traditional PPC model is to pay for clicks. With a pay for conversions campaign, the advertiser pays only when they obtain a conversion. For this reason it can be a very low risk campaign to run. This presentation runs through what is a pay for conversions campaign, what to expect when you first set the campaign live and some tips on how to make it successful.

1. Pay. Per. Conversion. What
to expect from a pay per
conversions Display
campaign
Rashed Khan | Pepper.agency
SLIDESHARE.NET/rash799
@pepperppc

2. What if you could
advertise for free and
only pay for results?
https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo

3. https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo
CVR CPC
Pay Per
Click model
Impressions
Clicks
Conversions
CPA

4. https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo
tCPA
CVR CPC
Pay per
conversion
model
Impressions
Clicks
Conversions
CPA

5. Our results with one client
https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo
70% higher
conversions
Around 50%
better CPA
Compared to Search campaign
after month six of running
Display campaign

6. Sounds like a no
brainer…. but …
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7. Results are hit and miss
https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo
Some of our accounts see a handful
of conversions each month….

8. Results are hit and miss
https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo
We’ve also seen campaigns with traffic
but no conversions

9. Brand awareness?

10. Google doesn’t just give
away free advertising
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11. https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo
Eligibility
requirements Smart or standard Display campaign
Target CPA
$200 maximum tCPA
Website or app conversions
Separate budget
100 conversions within 90 days
90% of conversions happen within seven days

12. Even then you may not
be eligible
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13. You could try going
through the campaign
creation process
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If you don’t see this
option, you’re not
eligible

14. What to expect
From a pay for conversions Display campaign
https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo

15. Expect a spike in traffic…
and then a sharp decline
https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo
For one account, in the first 30
days, 46% of impressions
happened in the first five days.

16. Expect to see a gradual
increase in CTR
https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo
As the system optimises the campaign,
expect to see an increase in CTR

17. Give it Time
https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo
On one account, it took nine
months before we saw our first
conversion

18. If Google isn’t making
money, it will kill the
traffic
https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo

19. When the campaign starts
converting, expect an
increase in impressions
https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo

20. Good campaign setup
and optimisation still
applies
This is not a ‘set it and forget it’
campaign
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21. Start with a high tCPA
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Around twice as high as the account
average

22. Set the tCPA too low and
the learning phase will
take longer
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Here we set the CPA around the
same as the account average

23. Set the tCPA too low and
the learning phase will
take longer
https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo
Here we set the CPA lower than
the account average

24. Know that there is a cut
off point
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25. Sudden spikes in
impressions can ruin
reporting
https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo
Impressions can change from millions to
thousands to hundreds week on week

26. Segment out in reports
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Be prepared to explain radical changes in
performance data

27. Block out segments
harmful to the brand
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28. Choose the right
conversion action
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29. Campaign can overspend
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Campaign may overspend when it starts
regularly converting

30. Thankyou
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https://pepper.agency | Rashed Khan | @pepperppc | @brightonseo