Comment by canadianwriter | Hacker News Reader

Comment by canadianwriter | Hacker News Reader

It's nice to see an adwords article that finally embraces CPA bidding. It really is king. I've been doing this for over a decade and was very hesitant to use it but it really beats everything out there.

One thing he doesn't mention is the landing page experience. It affects both your quality score which can have big impacts on CPA as well as your conversion rate.

Not sure why people have issue with "creative" as a noun, this has been the standard in advertising for decades. Hell, it's in the dictionary: https://www.merriam-webster.com/dictionary/creative

Don't need to crap on Quantic and the like as much though, they do have some things that Google doesn't.

Some people are commenting on him not giving specific advice for making the creative. As some have pointed out, a whole article could be written about that, or more realistically, entire libraries of books. In short he is talking about ad copywriting, it's a whole discipline that takes years of experience and learning to get good at.

> Not sure why people have issue with "creative" as a noun, this has been the standard in advertising for decades.

Most people aren't in advertising. It is a surprising use of a common word. I still twitch when I hear 'copy' used in the content sense.

I guess not enough of HN has watched Mad Men.

> "Not sure why people have issue with "creative" as a noun, this has been the standard in advertising for decades."

Probably the same problem some people have with the term "Human Resources". If you can be reduced to a "Resource" then you're basically just meat (or it can feel that way).

When you use the term "creative" as a noun that way it sounds like a brain in a jar, and if the brain misbehaves, it can be replaced.

What's the difference between the Aquisition in CPA and the Click in CPC?

CPA is cost per action, not acquisition. Action is defined by you.

This bidding mode means you're taking less risk per auction, as you don't pay for impressions or clicks. You pay (sometimes 10x more) to reduce that risk, though, and your reach (how many people see your ad) can be adversely impacted if the Google Brain estimates your click through and conversion rate unfavorably to your auction competitors.

Action usually, not acquisition?

Anyways, action can be whatever you define. It could be a purchase, someone signing up for a mailing list, or someone sending a purchase order, or whatever you can programmatically define.

A click is just opening the landing page from the ad.

Thank you, repliers. I found this:

https://www.leapclixx.com/blog/cpa-vs.-cpc

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