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Google Announces Pay for Conversions in Display Campaigns

Google Ads’ now offers its advertisers a new option to select “pay for conversions” when using a standard display campaign.

Starting Thursday, advertisers can now choose to pay for conversions, instead of clicks, when using display campaigns or smart display campaigns.

“You can choose to pay for conversions, rather than clicks when using a Smart Display campaign or a standard display campaign.”

The pay for conversions let advertisers pay only when users convert on their website or app.

For example, for a target CPA of $10 with 30 conversions, an advertiser will only have to pay $300, with an actual CPA of $10.

Here is an image overview of pay for conversions in Google Ads user interface:

Pay for conversions for Display campaigns in Google Ads interface

Pay for conversions is available only when the target cost per action CPA with Display campaigns is used, and it makes sure that the payout is never above the Target (CPA).

The advertisers would not be charged for clicks or impressions, says Google Ads.

Here are the steps to use pay for conversions with standard display campaigns:

  • First sign in to Google Ads account.
  • On the left select “Campaigns” from the page menu.
  • Next, click on the plus (+) button and choose “New campaign.”
  • Then choose “Display Network.”
  • And, next select “Drive action goals.”
  • Now, choose “Create a display campaign.”
  • Click “Continue.”
  • Inside “Bidding” section, choose “Conversions” under the header “Pay for.”
  • Finally, click “Save and continue.”

For information on pay for the conversion, check out this Help Center article.

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