Home SEO What’s A Good Value Per Acquisition (CPA)? Ask The PPC

What’s A Good Value Per Acquisition (CPA)? Ask The PPC


It may be actually powerful to give you paid media KPIs and their correlating budgets.

A very powerful issue is knowing what a buyer is price and what number of leads you might want to yield a buyer.

This month’s Ask The PPC query asks us to discover how we give you prices per acquisition (CPAs) and how one can use them to create a marketing campaign price range/technique. Galle asks:

“In PPC, is there a correlation between precise worth of the product/service and CPA?

In that case, how can one use this perception when planning the marketing campaign price range.


In brief, what is an effective CPA? Let’s have a look.

The Correlation Between Buyer Worth + CPA

All paid media campaigns operate off an public sale.

Based mostly on the competitiveness of an thought (search time period or audience), you could be compelled to pay a premium or get reductions.

Totally different services have totally different public sale costs.

For instance, the authorized business has a number of the most costly prices per click on (CPCs), which correlates to the price of providers.

The typical private harm case is price round $5,000 to $6,000 to the agency, so paying $200 to $400 per click on can nonetheless obtain constructive ROI.

If the conversion price is sweet (35%-40%), it’s affordable to anticipate a $600 to $700 CPA on a $20,000 spend. Given this situation, the ROAS (return on advert spend) can be 8.34x.

This might be an all-star account.

Most conversion charges might be nearer to 10%-25% (i.e., the sale/deal occurred).

Setting sensible expectations for CPAs and ROAS straight influences the success of campaigns.

If there isn’t price range to get sufficient clicks within the day, the marketing campaign gained’t be capable to ship outcomes or get out of the studying interval.

Make sure you’re factoring in buyer lifetime worth into your CPA and ROA targets.

In the event you promote a $15 product that invitations a month-to-month subscription, be certain you’re contemplating the typical lifetime of the shopper.

An annual buyer can be price $180 and permits for the next CPA.

What Is A Good CPA?

A very good CPA (value per acquisition) will herald prospects at a worthwhile value whereas remaining aggressive sufficient to maintain the model in high-value auctions.

CPAs needs to be excessive sufficient that advert networks can nonetheless bid sufficient to take care of round 65% high of web page impression share.

But it also needs to be low sufficient that gross margins are maintained.

As you’re setting your CPA, be certain you’re contemplating the next:

  • Do you belief your conversions?
  • Are all conversions equal?

Based mostly on these solutions, you’ll use CPA/ROAS-oriented bidding or persist with a guide.

You’ll obtain a possible CPA while you decide into good bidding. This quantity relies in your historic conversions and former CPA.

Whereas it may be a superb place to begin, typically, it’ll are available low/excessive.

Be sure to set a CPA you’ll be proud of that can give the marketing campaign room to develop.

Closing Takeaways

A very good CPA permits the marketing campaign to carry out whereas enabling real-world ROI.

Buyer worth is essential in figuring out a superb CPA and straight influences the marketing campaign price range.

Have a query about PPC? Submit through this type or tweet me @navahf with the #AskPPC hashtag. See you subsequent month!

Extra assets: 

Featured Picture: Paulo Bobita/Search Engine Journal



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