Google’s Ginny Marvin via the AdsLiaison account on Twitter confirmed that target CPA, tCPA, is not being cancelled in 2022. She wrote “we have no plans to sunset tCPA in 2022” after there were some speculation that it might be turned off in 2022.

Ginny did add “As announced last year, we did make some changes to how Smart Bidding strategies are organized and advertisers can continue to access tCPA functionality by using maximize conversions with an optional target CPA.” Here is that news about the changes Google made to tCPA last year.

We have no plans to sunset tCPA in 2022. As announced last year, we did make some changes to how Smart Bidding strategies are organized and advertisers can continue to access tCPA functionality by using maximize conversions with an optional target CPA: https://t.co/G1lLB9Lv7U.

— AdsLiaison (@adsliaison) January 13, 2022

Target CPA bidding is a Smart Bidding strategy that sets bids for you to get as many conversions (customer actions) as possible. When you create the Target CPA (target cost-per-action) bid strategy, you set an average cost you’d like to pay for each conversion. When a customer does a Google search that fits your product or service, Google Ads uses your Target CPA to set a bid based on the auction’s likelihood to convert.

I blame Greg of the year for the confusion around this – 🙂

Unfortunately, she interpreted that talk 100% correctly.

🪦 tCPA is going away 🪦

“…it (tCPA) is something that we’d like to leave behind in 2021, because we believe that every conversion should get a value…”

Direct link to talk:https://t.co/hX0H4hf1uF #ppcchat https://t.co/1c1FXrrd6Y

— Greg Finn (@gregfinn) January 13, 2022

We are seeing more advertisers moving to value-based bidding solutions when they have conversion value data. When accounts have conversion value data, you’re likely to get recommendations to try these bidding solutions.
Hope that helps!

— AdsLiaison (@adsliaison) January 14, 2022

Forum discussion at Twitter.

Here is a screenshot from a video of a Doogler, Google dog, playing with an Android plush toy at the Google office. This is from the GooglePlex, the Mountain View, Google headquarters. It looks like it is having fun…

Here is the video embed:

This post is part of our daily Search Photo of the Day column, where we find fun and interesting photos related to the search industry and share them with our readers.

Steve Plimmer posted a screenshot from the Google Ads console’s change history log showing how Google has named the RSAs, response search ads, versatile text ads. It makes you wonder if Google will rename RSA responsive search ads to VTA versatile text ads or if this is just how Google originally named it internally and forgo to remove some references?

He shared this screenshot on Twitter and wrote “on the basis of checking the change history data in Google Ads, it looks like RSAs are going to be renamed “Versatile Text Ads” soon.”

I suspect it is just an old legacy name for this type of ad?

Interesting, but no the account I’m looking at in the screenshot is in the US. It’s totally possible they won’t be renamed but this is typically how changes emerge before or instead of public announcements.

— Steve Plimmer (@StevePlimmer) January 7, 2022

I don’t expect them to drop the RSA name…

Forum discussion at Twitter.

Update:

Hey Barry, I revisited the same change report screen and they reverted back. So I’m relieved to report that this was a false alarm. #ppcchat pic.twitter.com/rU9te7VvGr

— Steve Plimmer (@StevePlimmer) January 14, 2022