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OK, before I answer this question, let’s make sure that this term is understood.

Cost per Acquisition (CPA) is the average advertising cost for your ad to achieve the business objective you have specified as a conversion.

A conversion could be a phone call, a form submission, a transaction, an “add to cart”, an app download or any combination of these, depending on what you have specified is relevant.

Your CPA is calculated by dividing the total cost of your advertising spend by the total number of conversions. This is obviously more accurate the more conversions you have, so it is best to average it out over a period of time. That said, you can track separate CPAs for different ads, different keywords etc.

As a high level example, if your campaign receives 20 conversions, and you spent $60 in total, your average CPA for that campaign is $3.00.

OK, so that’s the definition of Cost Per Acquisition, but what should you expect? Well this is where you get an “it depends” answer. Depending on what you set as your conversions, your keywords, your targeting, your locations, your ad copy and a million other variables, your CPA will be different from someone else’s.

For the most part, every industry and location has an average CPA, and whether yours is higher or lower than the industry average when using Google Ads depends on how your ads and your website compare with your competitors’, and also how much marketing you do outside of Google to build awareness and trust.

This tip and many others are found at https://www.petramanos.com/category/tips/

Kiley Hay Baby Carriers Australia

I have been working with Petra for over a year now after changing from a much larger digital marketing provider and I could not be more pleased with the service and results my business is achieving.

With my previous providers I felt disconnected with limited communication. Petra on the other hand provides me with knowledge and information in a language I can understand that helps me make informed decisions not just about digital marketing but also my e-commerce business as a whole.

Petra has helped me navigate seasonal drops in trade creating a strategy that helped us grow and establish a healthy position in the market. It is an absolute joy to work with someone who loves what they do. I have complete confidence in recommending Petra to anyone considering e-commerce digital marketing, she is efficient, trusted and a true professional.

Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

david clayton myomasters

Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020