Adapt SEM FAQs
Have a question about our product and how it works to improve your PPC search campaigns? Just select the topic on the left to view the most commonly asked questions in that section.
CPA
What does CPA stand for?
CPA means cost-per-acquisition. This is the maximum price you are willing to pay to acquire a new customer, lead, or sale.
How do I determine my CPA?
You may not know what your CPA is, but if you have a budget and know how many customer leads or sales you'd like to acquire, this simple formula will give you a starting point:
Marketing budget / Target number of customers =
Will adding new keywords help me achieve my CPA?
Adding new keywords will increase your daily ad spend and may actually have a negative effect on your CPA.
There are times when you'll want to add new keywords, such as when you're adding a new product or service to your site, or if you're new to search engine marketing and setting up your first campaign. However, if your campaign is meeting the goals you've set, we suggest that you be very cautious when adding new keywords.
For more information about adding keywords, check out the Keyword Finder section.
Is there a way for me to look at the CPA of a particular keyword?
Yes! Once Adapt SEM makes bid change recommendations, it will indicate whether a particular keyword is above or below your target CPA. Go to Manage>Recommendations and place your cursor over the question mark that appears next to the keyword you're interested in implementing. A pop-up will display your target and observed CPA. You can then implement the suggested keyword recommendation to either raise or lower your bid by selecting "Do it!"
Will Adapt SEM show me if my actual CPA is above or below my target?
Yes! Your account Dashboard displays your target CPA (if you have selected it as an Initiative goal) and a graph detailing CPA activity over the course of your account history. The data shows a moving average over time to smooth out any short-term fluctuations and highlights the important trends in your account.
Check out the Dashboard section to learn about its other graphs and features.
How do I change my CPA Initiative goal?
Go to Settings>Manage Initiatives and select the name of the Initiative you want to change. Two tabs will appear: Contents and Settings. Select Settings and enter in your new target CPA in US dollars. Be sure to save your changes. For your convenience, the "Save Changes" link is located at the top and bottom of the Initiatives column on the right-hand side of the page.
