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Goal: Cost per lead of $165 or less.
Added new Headlines/Descriptions and scaled Target CPA down to $140 by end of month.
Paused “General” Ad Group to focus on higher intent queries from “Specific” Ad Group, causing a spike in Cost Per Conversion. Conversion Cost quickly normalized after turning the “General” Ad Group back on. Set Target CPA of $180 towards end of month.
Fixed error in Campaign setup where only Phone Calls were Account Default Conversions, and not also Form Fills (updating helps properly optimize towards that action as well). Segregated campaign into two ad groups based on specific-intent/OEM inquiries versus more “broad” inquiries.
Cost Per Conversion continued to decrease with Keyword and Asset maintenance, and as it leaves its learning phase.
Initial launch of the campaign was mid-month. Cost Per Conversion started out high, expected during learning phase.
Conversion tracking for Bing did not become reliable until the start of July. With a Cost Per Click of under $1 for high-intent Keyword searches being targeted, it remained a cost efficient driver of web traffic until website pixels were fully troubleshooted with Microsoft Support.
Check out a walkthrough of setting up Bing’s Conversion Goals here.
Check out a walkthrough of installing custom tracking pixels with Google Tag Manager here.