Conversion-Optimized Bidding

Conversion-optimized bidding, or oCPC, lets Quora set your bids automatically to win the impressions most likely to convert.

You hand the bid to the algorithm and give it a conversion event to aim at. It reads who converts and raises or lowers bids per auction to chase more of them, staying inside your budget. You stop managing click prices and start managing the event and the target.

You set your conversion event to completed signups and turn on conversion-optimized bidding. The system bids more for readers who look like past signups and less for the rest, and once it has enough events, cost per signup drops below what your flat click bid delivered.

It is helpless without enough conversion volume. People turn on oCPC with a handful of events a week and get erratic delivery. Below a few dozen conversions in the window there is nothing for the model to learn from.

Automated bidding needs data to automate against.