keyword bidding strategies that will give you the most bang for your buck
TRANSCRIPT
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How to Recover from the Holidays Faster Than Your Competition
HOSTED BY:
Keyword Bidding Strategies That Will Give
You The Most Bang For Your Buck
HOSTED BY:
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Your Host!
Carrie Albright
– Account Manager at Hanapin Marketing
– Blogger on PPC Hero
– @Albright_C
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Overview
I. What does “Bidding Strategy” mean?
II. Google’s Bidding Strategies
III. Bing’s Bidding Strategies
IV. General Tips
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Bidding Strategy Defined
I. What does “Bidding
Strategy” mean?
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Bidding Strategy Defined
Why identify a bidding strategy?
Automated versus Manual bidding
Max CPC Bid
=
Conversion Rate * Target Cost per Conversion
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Bidding Strategy Defined
Bidding for branding
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Bidding Strategy Defined
Bidding for Direct Response
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Bidding Strategy Defined
C. Lead generation bidding versus E-commerce bidding
Lead Gen E-commerce
Contact
Form
Online
purchase
E-mail sign upRequest a Quote
E-mail Sign up
Free TrialShopping Club sign up
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BIDDING STRATEGIES
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Google Bidding Strategies
A. CPA bidding and Conversion Optimizer
B. Flexible Bidding Strategies
C. Automated bid rules
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A. CONVERSION OPTIMIZER
This features uses Google’s understanding of your
account performance history to dynamically adjust
your bids for you ensure that your ads are in front of
the optimal audience.
REQUIREMENTS:
Track conversions through AdWords, cross-account
tracking, or Google Analytics.
Minimum of 15 conversions in the last 30 days per
eligible campaign.
Conv. Opt. will override any other bid
rules, except a mobile bid of -100%
Google Bidding Strategies
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A. CPA Bidding
Maximum BidTarget Bid:
The amount
you’re willing to
pay per click
The maximum you’d
ever want to pay
per click
The Difference:
Google will base it’s bid variation on
the distinct restrictions you request.
Google Bidding Strategies
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B. Flexible Bidding Strategies
i. Maximize Clicks
ii. CPA
iii. Enhanced CPC
iv. Search page location
v. Return on ad spend
Google Bidding Strategies
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B. Flexible Bidding Strategies
Within the interface
From the Shared Library
Google Bidding Strategies
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i. Maximize Clicks
In this scenario, you give AdWords the reins, with the option to cap the
bid. The goal is maximizing your click volume, operating within the
constraints of MAXIMUM BID or TARGET SPEND
Google Bidding Strategies
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Do we use it?
Example: Branded + High Competition Keywords
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ii. CPA bidding (see Conversion Optimizer)
Focus on conversions at a specific cost-per-acquisition
AdWords uses the conversions history allows AdWords to predict future
conversions.
Available at campaign and ad group level only
Google Bidding Strategies
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Do we use it?
Yes, often.
Of our agency’s highest volume accounts, about ½ of them are
using Conversion Optimizer or CPA bidding tools
Ex 1. CPA bid-enabled campaigns rank #3 & #4 in conversion
volume (lead gen)
Ex 2. The Display Conversion Optimized* campaign receives twice
the conversion volume as the next highest converting campaign
(lead gen)
Ex 3. Conversion Optimized BMM campaign generates greater
volume than non-CO broad campaign, less than Exact (e-comm)
Ex 4. Multiple CPA-targeted campaigns generating slightly less
conversion volume than other similar campaigns (lead gen)
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iii. Enhanced CPC (eCPC) Bidding
Allows Google to adjust your bids for you, using non-adjusted performance data as a baseline.Available at campaign, ad group, and keyword level
Google Bidding Strategies
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Do we use it?
1. Set to run for desired timeframe
2. After 30 days, request data from Google.
3. After timeframe concludes, decide if
your performance warrants utilizing
eCPC.
Sure do .
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iv. Return On Ad Spend (ROAS)
.Based on value per conversion and cost data. Requires 30 conv in 30 daysAvailable for keywords, ad groups, and campaigns
Google Bidding Strategies
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Do we use it?
Example ROAS breakout.
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NOTE:
This feature
allows you to
aim for “top”
or “first page”
but not
specific
ranks, due to
the dynamic
nature of the
auction
system.
v. Search page location
Google Bidding Strategies
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Do we use it?
On occasion…
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C. Automated bid rules
Choose the keywords you’d
like to set a rule for
(Pro Tip: If based on a particular
metric, set a Filter for that range of
performance)
Google Bidding Strategies
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C. Automated bid rules
Google Bidding Strategies
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C. Automated bid rules – Top of Page
Google Bidding Strategies
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Do we use it?
All. The. Time.
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Do we use it?
Seriously, all the time.
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Bidding Strategies
Bing
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Bing Bidding Strategies
III. Bing’s Bidding Strategies
A. Flexible bidding tools
B. Bidding Landscape tool
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A. Flexible bidding tools
From the mouth of Bing:
. Search and Display bids are separate for each keyword
. Keyword level bid on top of ad group level bid.
. Bid on individual keywords based on how closely a search
query matches your keyword, using match types.
. Use suggested bid amounts to help meet a specific
placement on the page.
. Set incremental bids if the user meets one or more of your
targeting criteria.
Bing Bidding Strategies
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Do we use it? Pt 1
. Search and Display bids are
separate for each keyword
Not often. There often isn’t a
strong argument for combining
Search & Display/Content
targeting. Common practice is to
segment them by campaign,
instead.
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Do we use it? Pt 2
. Use
suggested
bid amounts
to help meet
a specific
placement
on the page.
We may use
this feature,
but often
just as a
guiding
hand, not a
full on rule.
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Do we use it? Pt 3
. Set
incremental
bids if the
user meets
one or more
of your
targeting
criteria.
Sure do.
Daypartin
g and
Device
bidding
are an
important
part of
targeting!
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Bing Bid Landscape Tool
B. Bidding Landscape tool
Mainline impressions,
meaning above organic
results.
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General Common Practices
IV. General Tips
A. Bid Modifiers
B. External conversion integration
(ROAS, call tracking, etc)
C. Bid change common practices
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Bid Modifiers
Device Geo Targeting Dayparting
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Bid Modifiers
Device
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Bid Modifiers
Geo Targeting
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Bid Modifiers
Dayparting
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External Conversion Tracking
B. External conversion integration
(ROAS, call tracking, etc)
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General Common Practices
CPL Matrix
Segmentation
Allow Google Analytics to tell you more
about your data
Resist multiple layers of bidding
Automated Rules + Bid Strategies
+ Bid Modifiers = Muddy Data
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CPL MATRIX
Cost-per-lead or Cost-per-acquisition = Amount
you seek to pay per online conversion
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Segmentation
Daily, weekly, or monthly
performance
Google Search versus its
Search Partners
Keyword performance by
desktop, tablet, and mobile
device
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Google Analytics
Google Analytics provides performance on
the keyword level, including session details
such as Bounce Rate and Session Duration
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Multiple Layers
Geo-targeted region
with great
performance = 150%
Nights & weekends
with low customer
support = -25%
Poor mobile
experience on
website = -90%
1.5 x 0.75 x 0.1 = ~0.1125 ?
0.1
1.5
0.75
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Summary
I. You must work to identify your
own bidding strategy
II. Google’s Bidding Strategies
III. Bing’s Bidding Strategies
IV. General Tips
In PPC, “it depends” is the constant answer to each question. The
true step in answering the question is identifying your goals, your
targeting, and the component of your account, such as your
keywords and bids, that impact your outcome.
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Live Q&A Time!
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Have more questions?
Thank you for attending the webinar! #thinkppc
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