When Testing Target CPA In A Copied Campaign, Should We Pause The Original Campaign?

Running successful digital advertising campaigns requires constant testing and optimisation to achieve the best results. When it comes to testing different bidding strategies, such as Target CPA (Cost Per Acquisition), advertisers often wonder whether they should pause the original campaign while testing in a copied campaign. In this blog post, we will explore the considerations and best practices for testing Target CPA in a copied campaign and whether or not pausing the original campaign is necessary.

Understanding Target CPA

Before we dive into the testing process, let’s briefly explain what Target CPA is. Target CPA is a bidding strategy in Google Ads that allows advertisers to set a specific cost per acquisition goal. The system then automatically adjusts bids to try and achieve that target CPA. It is a powerful tool for optimising campaigns and maximising return on investment (ROI).

The Importance Of Testing

Testing is a crucial aspect of any digital advertising strategy. It helps advertisers understand which tactics and strategies yield the best results for their specific goals. By testing different bidding strategies like Target CPA, advertisers can gather valuable data and insights to make informed decisions and improve campaign performance.

Creating A Copied Campaign

To test Target CPA, it is recommended to create a copied campaign rather than making changes directly to the original campaign. This approach allows you to isolate the testing phase while keeping the original campaign intact. Here are the steps to create a copied campaign:

Step 1: Use the Copy/Paste feature in Google Ads to create an identical copy of the original campaign.

Step 2: In the copied campaign, modify the settings to implement the Target CPA bidding strategy. Set the desired target CPA and adjust the budget accordingly.

Testing Process

Now that the copied campaign is ready with the Target CPA bidding strategy, it’s time to start the testing process. Here’s how you can proceed:

• Keep the original campaign active while running the copied campaign with Target CPA. This allows you to compare the performance of both strategies side by side.
• Keep a close eye on key performance metrics such as conversions, cost per conversion, and overall campaign performance. Analyse the data to determine whether the Target CPA campaign is outperforming the original campaign.
• It is important to gather sufficient data before making any decisions. Depending on your campaign’s traffic volume, it is advisable to wait for a reasonable amount of time, typically a few weeks, to ensure statistical significance.

Considering Pausing The Original Campaign

While it may seem logical to pause the original campaign during testing to avoid overlapping performance, it is not always necessary. Here’s why:

• Pausing the original campaign might result in a loss of valuable traffic and conversions. By running both campaigns simultaneously, you can assess the impact of the Target CPA bidding strategy while maintaining consistent exposure to your audience.
• Keeping the original campaign active enables a direct comparison between the performance of Target CPA and the existing bidding strategy. This allows you to evaluate the effectiveness of the new strategy in relation to the previous one.

Decision-Making And Optimisation

Once you have collected enough data and analysed the performance of both campaigns, it’s time to make an informed decision. Consider the following factors:

• Compare the cost per acquisition, conversion volume, and other relevant metrics between the two campaigns. Identify whether the Target CPA campaign is delivering better results.
• Assess the return on investment for each campaign strategy. Evaluate the overall profitability and determine which approach aligns better with your advertising goals.
• If the Target CPA campaign shows promising results, you can consider pausing the original campaign and allocating the budget towards the new strategy. Additionally, optimise the Target CPA campaign further by adjusting bids, refining targeting options, and testing different ad creatives to maximise its performance.
• In case the Target CPA campaign doesn’t outperform the original campaign, don’t be discouraged. Consider making incremental changes to the copied campaign, such as adjusting the target CPA or exploring other bidding strategies like Target ROAS (Return on Ad Spend) or Manual CPC (Cost Per Click). By iteratively testing and optimising, you can discover the most effective approach for your campaign.
• It’s crucial to consider the long-term impact of implementing a new bidding strategy. Some campaigns may experience fluctuations in performance during the initial testing phase but stabilise and improve over time. Therefore, gather data over a reasonable period and assess the overall impact on your campaign goals before making any permanent decisions.
• If you are working in a team or collaborating with clients, ensure open communication about the testing process and its implications. Discuss the potential outcomes, share insights, and align on the best course of action based on the data-driven results.

Conclusion:

Testing Target CPA in a copied campaign provides an opportunity to evaluate its effectiveness without interrupting the original campaign. While there is no absolute rule regarding pausing the original campaign, it is generally recommended to keep both campaigns running simultaneously to collect meaningful data and make accurate performance comparisons. By monitoring key metrics, analysing results, and considering the long-term impact, advertisers can make informed decisions about adopting the Target CPA bidding strategy or making further optimisations to achieve their campaign goals.

Remember, testing and optimisation are ongoing processes in digital advertising. Embrace a data-driven approach, adapt strategies based on performance insights, and continuously refine your campaigns to achieve the best possible results.

Written by Uzair Kharawala

Founder of SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.