DEVELOPING A PPC BIDDING

STRATEGY? THE BASICS MATTER

Advertising mavens love to talk about strategy and of the nuances used to get things perfectly right.

That’s great for academic discussions and perhaps a few white papers, but most people in the trenches want information that is going to help direct activity and produce positive results.

This means taking a look at the basics and that is true for any PPC bidding strategy. The fundamentals are going to be extremely important.

BOILING IT ALL DOWN TO THE ESSENTIALS

When all is said and done, a PPC strategy has at its core concerns for bids, keywords, and ads themselves.

A PPC bid is most effective when the strategy puts an emphasis on conversion rate and also the profit that it is anticipated from each conversion.

That is the bare bones of the bid, and it will play an influence on determining what the appropriate strategy for bidding is going to be.

WEIGHING THE OPTIONSThe good news is that there is more than one choice when it comes to a PPC strategy. Here are the most common:

ORDINARY CPC BIDS

This will require a routine inspection of bids be sure conversion rates which are in a state of change have a positive connection to any bids that have been made.

The CPC on given keywords are under the control of the advertising manager.

THE USE OF AUTO – BIDDING

It has the immediate benefit of producing maximum clicks. Auto bidding will also adjust the bids to be more cost-effective and make it easier to get less expensive clicks.

This can help in situations where budgets have to be scaled down, and there is no tracking of anything beyond visits to the website.

The only cautionary note is that auto bidding, while permitting less expensive clicks, can result in poor quality.

DEPLOYING CPC THAT HAVE BEEN ENHANCED

Google will play a proactive role with experiments on all the bids are placed.

Google will do this by making changes influenced by the possibility of an ad conversion.

These are particularly effective when time constraints prohibit the ability to routinely maximize the quality of any given bid.

MAKING USE OF THE CONVERSION OPTIMIZER OF GOOGLE

This is going to require having existing data but Google is in command here, setting bids that will maximize conversions. This is an option that is driven by historic data.

Performance trends that are identifiable will work best with the Conversion Optimizer. Using this particular option is going to require regular observation of what is going on.

It is not a smart idea just to set things up and walk away from it. If the situation doesn’t look good after a given period of time then it may be necessary to make use of manual bidding.

CONSIDERING BID MODIFIERS

the benefit of being able to adjust a bid based on time of day, calendar date, mobile device, and location cannot be denied. Bid modifiers have been an integral part of enhanced campaigns.

These can be developed into a series of bid adjustments that can become fairly sophisticated as they are used.

Some people are concerned that this may be making things a little bit too complex and perhaps little bit confusing.

It can result in multiple combinations taking the place of one bid determining what will be paid for a given keyword.

However, the concern over combinations assumes a high level of conversions that may or may not be there.

It may sometimes be necessary to just trust the data and concentrate more on how to make the bid modifiers even more effective.

THERE CAN BE FLEXIBLE BIDDING STRATEGIES AS WELL

AdWord flexible bid campaigns have also impacted the way that bidding is done.

There is no longer one best way and “this way or the highway” approaches to bidding within the framework of a campaign have become ancient history.

There is no question but that more bidding option strategies will be coming along as time goes by.

However when one strips through all of the terminology and explanations, the basics are what create fantastic PPC strategies that deliver great results.

Goals, objectives, periodic updating, and best practices that include checking things to be sure there are no errors will always be important.

An advertising manager should think of options such as bid modifiers and flexible bidding strategies as those components which will expedite what is already been decided.

If the fundamentals are kept in mind, they can easily be melded into strategies that ultimately generate enviable figures.

THANK YOU

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