Download - High-Frequency Bidding Explained
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High-Frequency Bidding Explained
Why paid search advertisers are using a new approach to increase return on campaign investment
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Advertisers buy search clicks
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Search clicks and behavior vary throughout the day
Shopping searches increase in the early evening
Online dating searches heat up after dinner Travel searches
spike around lunch time
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In the high-stakes world of paid search, advertisers need a solution that can frequently determine the times of day to increase/decrease bids based on volume and ROI
Searches are more likely to convert at different times throughout the day
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It starts with bidding on a keyword
Keyword “laptop” in 24 hour day
$0.25 bid
5am 5am 5am 5am 5am6am 8am 9am 10am
11am 5am 5am 5am 5am12pm 1pm 2pm 2:30p
3pm 5am 5am 5am 5am3:40p 4pm 5pm 5:15p
5:20p 5am 5am 5am 5am6pm 9pm 10pm 11pm
Most advertisers set a max bid price based on a once a day average bid.
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However, the optimum bid varies based on the real-time marketplace and your competition
Conversion rate is low, lower bid is ok
ROI goal will be met if higher bid is placed
Keyword “laptop” in 24 hour day
$0.25 bid
$0.10 5am 5am 5am 5am$0.10 $0.05 $0.06 $0.15
$0.20 5am 5am 5am 5am$0.21 $0.18 $0.15 $0.19
$0.05 5am 5am 5am 5am$0.10 $0.25 $0.20 $0.26
$0.30 5am 5am 5am 5am$0.49 $0.35 $0.30 $1.25
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High-Frequency bidding changes the game
Keyword “laptop” in 24 hour day
$5 CPA Goal
$0.10 5am 5am 5am 5am$0.10 $0.05 $0.06 $0.15
$0.20 5am 5am 5am 5am$0.21 $0.18 $0.15 $0.19
$0.05 5am 5am 5am 5am$0.10 $0.25 $0.20 $0.26
$0.30 5am 5am 5am 5am$0.49 $0.35 $0.30 $1.25
Based on your business goals
Real-time data modeling determines the optimum price to pay at specific times throughout the day
In the high-stakes world of paid search, you need to adjust frequently and iterate aggressively
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Once-A-Day Bidding vs. High-Frequency Bidding
High Frequency Bidding● Adjust bids to market changes
throughout the day● Frequent testing● Aggressive iteration
Old WayPay the average
$0.25 bid
$0.25 5am 5am 5am 5am$0.25 $0.25 $0.25
$0.25 5am 5am 5am 5am$0.25 $0.25 $0.25 $0.25
$0.25 5am 5am 5am 5am$0.25 $0.25 $0.25 $0.25
$0.25 5am 5am 5am 5am$0.25 $0.25 $0.25 $0.25
$0.25
$5 CPA Goal
$0.10 5am 5am 5am 5am$0.10 $0.05 $0.06 $0.15
$0.20 5am 5am 5am 5am$0.21 $0.18 $0.15 $0.19
$0.05 5am 5am 5am 5am$0.10 $0.25 $0.20 $0.26
$0.30 5am 5am 5am 5am$0.49 $0.35 $0.30 $1.25
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High-Frequency Bidding delivers 20%+ average uplift
Revenue After Search Costs Search Costs
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See the difference
What can High-Frequency Bidding do for your paid search campaign performance?
Contact us at [email protected]
To calculate the difference out, visit http://campanja.com/savings-calculator/