PPC Keyword Bid Management Strategy (Part 2)
This is part 2 of PPC Keyword Bid Management Strategy, part 1 is here: Pay Per Click Bid Management Strategy (Part 1).
High to Low Bidding Strategy
This is a common bidding Strategy for competitive keywords in search network. You start by bidding higher so that your ad gets on the first page. This will gives your ad the initial exposure it needs and help in its quality score. Google awards higher quality score to ads that are relevant and have a higher CTR. With higher quality score, your ad can appears on the first page at a lower bid price compare to other ads with lower quality score. So as your quality score rises, you can slowly reduce your bidding price. Always try to maintain your ad on the first page with the lowest bid price possible.
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Low to High Bidding Strategy
This PPC bid management strategy is for less competitive keywords in search network. You start by bidding low because for less competitive keywords, your ad can easily position on the first page. However as times goes by, more competitors may come to compete for the same keyword. You’ll then slowly increase your bidding price to stay on the first page. By then you already has a good quality score, so you don’t have to bid as high as the new ads. All you have to do then is to maintain your ad on the first page.
Fix Bidding Strategy
You should use this strategy for content network ads only. This is a very simple bidding strategy. You set a low bid price for your ad and never change the price. You just let Google determine where to place your ad. There are millions of content online, your ad is sure to appear in some of them. The most important element for successful content network ads is the keywords. You must make sure that the keywords you selected for the ad are sufficient and relevant enough for Google to determine what your ad is all about and place it on the right content. There on point having your dog training ad appears on cat related contents. A good rule of thumb is to have 10 to 20 related keywords for 1 Ad Group.
Overbidding
One common mistake that many new businesses make when it comes to PPC bid management is that they tend to overbid. On average, you are going to convert between 2% and 3% of your click through rate, so 97% is not converting. You want to bid high enough so that your ads appear on the first page, but you don’t want to overbid and loses money. Always calculate your commission per sale and determine how much you can afford to bid. If the bidding price for first page is too high, you may consider abandoning the keyword and choose a more affordable one.
Many times, newbie goes into PPC advertising without a proper strategy. It’s like jumping into the sea without a life jacket even before you learn how to swim. To run a successful PPC campaign, you must have a good PPC bid management strategy, or you’ll end up throwing money to the sea. The strategies here are simple but effective, use them well and you are on your way to making money online.
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