Google has introduced a new feature designed to help marketers better achieve their return on investment goals through its Conversion Optimizer.

Writing on the official blog of its pay per click marketing service AdWords, Emily Williams said that Target CPA Bidding will allow users to set the average amount they want to pay per conversion, rather than the maximum they are willing to pay.

Launched in 2007, Conversion Optimizer uses marketers’ conversion data to automatically adjust their bids in keyword auctions.

Google’s analysis of customer feedback indicates that on average, the application boosts conversion rates by 21 per cent over the course of a year compared with normal search engine marketing campaigns.

Ms Williams said that Conversion Optimizer is only available for AdWords accounts that have implemented conversion tracking and that have recorded a minimum of 15 conversions in the past 30 days.

In related news, Google has announced the rollout of AdWords for mobile. The new interface is available for iPhone, Android and Palm Pre platforms for accounts in UK, US and Australian English.

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