do you need bid modifiers

March 4, 2015

DO YOU NEED BID MODIFIERS?

Michael Maiman

Digital Manager - Accenture

@MikeMaiman

searchmarketingexpo.com

@MikeMaiman #SMX #23B

Enhanced Campaigns Brought About Change:

Simplification of campaign structures became possible, but bid

modifiers should be used in conjunction with sound campaign

structure

Why Bid Modifiers



Why Bid Modifiers Why Bid Modifiers

• Bid modifiers shouldn’t be used to replace overall campaign structure, particularly related to geography

• You wouldn't put every keyword into one campaign, because they behave differently, and similarly that same keyword could behave differently based on time, location, device, and other metrics

• Campaigns should be set up with modifiers in mind as part of total strategy



When Bid Modifiers When Bid Modifiers

• When statistically significant




• When certain times, devices, or geographies are under goal

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Hour of Day

ROAS

Goal




• When all areas are served, but certain areas are more likely to convert

• Local Events




• National reach, varying CVR




• When users might be well segmented by income or demographics

• Luxury Travel




• Consumers of your product or service show trends that affect lead quality

• Rehab Network




• When you are marketing something most likely, but not exclusively, consumed in a certain medium

• High end retail purchases

• Food Delivery




• When you have goal surrounding a retail footprint

• Trackable goals in store

do you need bid modifiers

Marketing

bid modifiers

modifiers shouldnt

modifiers consumers

modifiers national reach

b enhanced campaigns

certain areas

overall campaign structure

sound campaign structure