Set up a regular Display campaign. When you get down to the bidding structure, bid for the target CPA. That’s Target Cost Per Acquisition, cost per lead, or cost per conversion, however you want to say it. But, Google has it at Target CPA. When you select that option, your target CPA needs to be less than 200. That’s also a stipulation. Then, you will have the option to bid only for conversions. Simple.
From there, you can put all your targeting layers on top of it. There’s targeting by demographics, age, income, and topic.
You can bid for a particular topic so that the websites your ads are placed on are related to relevant topics of your choosing.
For placement, you can choose a particular placement as in a particular website, page, or app of your choice. You can build affinity audiences based on keywords and/or websites that your audience might be familiar with. You could target your remarketing audiences, as in people who have been to your website before or people who have interacted with your YouTube videos; there are lots of options here. You can go mobile, you can not go mobile. Lots of different things that you need to test.
There are no guarantees in the display network. Just because you do it doesn’t mean it’s going to work. The introduction of pay per conversion helps in that I”m not just paying for clicks; I’m actually paying for conversions.