– Use when you want to get the most conversions for a target CPA.
– Do not use it when you want control over bids and ad scheduling.
– Target CPA can be applied at Campaign and Ad-group level.
You can not directly start with CPA bidding strategy as it requires historical data. All campaigns start with CPC and once over 30-50 conversions received, within a month, then you can migrate to CPA.
It totally depends on your campaign goals. In my opinion, CPA bidding strategy is the better option. CPA uses Machine learning, AI and Historical data to determine when to show ads and how to increase campaign ROI.
If you have a limited budget or new to Google Ads, CPC might be the optimal choice.
CPC can help you learn about keywords that bring sales or conversions and keywords that need to avoid.
One of the advantages CPC provides, it gives total control to advertisers the amount wants to pay for an ad click.
Target CPA requires analysis of historical data, you need at least 30 conversions in the past 30 days in order for this strategy to run.
Target CPA uses advanced machine learning and historical data to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for each and every auction.
CPA = Total budget spent / Number of conversions