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Target CPA

Bid Strategy > Target CPA

Description

When using this bid strategy, bids are automatically optimized to maximize conversions within the specified campaign budget.

In addition, the baseline bid is auto-adjusted to target the campaign's cpa_goal.

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Usage

We recommend that you wait until your CPA has leveled off for several days, and then use that data as a benchmark for your target CPA.

For detailed information, see the Help Center: Setting Your Bid Strategy: Maximize Conversions

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Details

  • Bidding is fully automated.
  • Requires that Taboola Pixel be installed for your account.
  • cpc cannot be set.
  • cpa_goal cannot be null.

Examples

The examples below illustrate how to create or update a campaign to use a bid_strategy of "TARGET_CPA".

Guidelines for fields

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The following fields cannot be set

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The following fields have restrictions

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The following fields are required

Example - Create campaign

POST /backstage/api/1.0/<<example_advertiser_id>>/campaigns/ HTTP/1.1
Host: backstage.taboola.com 
Content-Type: application/json
Authorization: Bearer {access_token}

{
    "name": "Target CPA Conversions Campaign",
    "branding_text": "branding",
    "spending_limit": 100,
    "spending_limit_model": "MONTHLY",
    "bid_strategy": "TARGET_CPA",
    "cpa_goal": 1.5,
    "marketing_objective": "LEADS_GENERATION"  
}

{
    "id": 1234,
    "advertiser_id": "<<example_advertiser_id>>",
    "name": "Target CPA Conversions Campaign",
    "branding_text": "branding",
    "cpc": null,
    "spending_limit": 100.0,
    "spending_limit_model": "MONTHLY",
    "bid_strategy": "TARGET_CPA",  
    "cpa_goal": 1.5,
    "marketing_objective": "LEADS_GENERATION"
    ...
}

Example - Update campaign

POST /backstage/api/1.0/<<example_advertiser_id>>/campaigns/1235 HTTP/1.1
Host: backstage.taboola.com 
Content-Type: application/json
Authorization: Bearer {access_token}

{
    "bid_strategy": "TARGET_CPA",
    "cpa_goal": 1.5  
}

{
    "id": 1235,
    "advertiser_id": "<<example_advertiser_id>>",
    "name": "Campaign Update Test",
    "branding_text": "branding",
    "cpc": null,
    "spending_limit": 100.0,
    "spending_limit_model": "MONTHLY",
    "bid_strategy": "TARGET_CPA",
    "cpa_goal": 1.5,
    "marketing_objective": "LEADS_GENERATION"  
    ...
}

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Update guidelines

  1. Fields that cannot be set (e.g. cpc) are automatically cleared.
  2. Fields with invalid values return error 400.

    E.g. marketing_objective set to "BRAND_AWARENESS"

See above: Guidelines for fields