Google AdWords, how does “target CPI” affect performance? (Android app)
I'm advertising an app using AdWords. It's been around a month now and everything is fine, there's just one thing I don't understand and it's the "Target CPI" (cost-per-install? Although in parenthesis it says cost-per-click). The thing is, you can change it to any set value you want. Google did the best they can to be extremely vague at explaining this in their terminology, so I called them up. Their IT guys were no help whatsoever as they kept giving me vague answers ("oh this should be between x and y") when I asked them what does it actually represent. Eventually, they said they don't know