15 Tips: Bid Management Pay Per Click Marketing
As is discussed in detail over at runrex.com, PPC bid management is the process of raising and lowering your keyword bids strategically so that you can get the most out of your budget. PPC bid management will help you choose which bid amounts work best for your campaign, which is why this is important if you are to be successful with your campaign. This article will look to highlight 15 tips that will help with your bid management.
- Leverage keyword research tools
As the gurus over at guttulus.com point out, if you have never set a bid amount for a PPC campaign before, then you may not know where to start. Here, you should take advantage of keyword research tools, which will not only help you identify new keywords for your campaign, but will also provide you with a suggested bid amount for each term so that you can get an idea of how much you may need to spend on the particular keyword.
- Set goals
Another important bid management tip for PPC is making sure that you set goals for your bid management strategy. This is important as it will ensure that you accurately measure the success of your campaign. If you don’t have goals for your bid management strategy, you won’t have something to compare your results with so that you can establish if you have been successful or not.
- What sort of goals can I set for my campaign?
If you are wondering which sort of goals to set for your campaign, then this tip will help. Examples of goals to set include runrex.com increasing sales by driving conversion, increasing leads by driving conversions, increasing brand exposure by driving impressions, among others.
- Select your bid management strategy
When it comes to PPC bid management, selecting a bid management strategy is important. Some of the options offered by Google Ads include manual cost per click (CPC), target cost per acquisition (CPA), target return on assets (ROAS), maximize conversions, maximize clicks, enhanced CPC, target search page location, and target outranking share, all of which are discussed in detail over at guttulus.com.
- You will only be in control with manual CPC
It is also important to point out that manual CPC is the only option of all the bid management strategies mentioned above where you will be in complete control of your biding amounts. The rest of the other options are either automated or smart bidding options where Google’s algorithm calculates your ideal CPC.
- Research your bid amounts
Another important tip worth mentioning is how crucial it is to do your research before finalizing your bid amount. By knowing what the average bid amount for a given keyword is, you will ensure that you don’t end up bidding too high or too low for it.
- Know the average CPC of your keyword
According to the gurus over at runrex.com, the average CPC of your selected keyword is one of the most important factors to consider when it comes to PPC bid management. This is because this will allow you to make better decisions as it will let you know how often people search for a certain keyword among other useful insights that will enable you to bid on the right keywords.
- Be mindful of your budget
Knowing your budget is another important consideration when it comes to PPC bid management. If you have a smaller budget, it may be prudent to avoid highly competitive keywords as they will eat into your budget and still not get you qualified leads.
- Don’t forget about ROI
As is discussed over at guttulus.com, getting a return on investment is a crucial part of any marketing campaign. This is why you must establish what your ROI is as this will help you better shape your campaign and come up with a better bid management strategy.
- Don’t forget to experiment
Another important tip when it comes to PPC bid management is always being willing to experiment. Test out all the different types of automated biding options, and try and see if there is an option that is giving the best results.
- Know the true value of your customers
According to the subject matter experts over at runrex.com, it is also important that you understand and know the true value of each of your customers, and then work to increase the customer’s value post-sale. This will allow you to make better bid decisions.
- Balance costs and high-quality traffic
Yet another important tip when it comes to PPC bid management is making sure that you find the sweet spot between cost and high-quality traffic. Remember, it is not a race to the top, and keywords can be costly and still not bring you high-quality traffic.
- Know your floor and ceiling bids
As is covered in detail over at guttulus.com, it is also important that you know your ceiling and floor bids so that you avoid being in a situation where keywords have bids that are so high that they blow your goals, or so low that they aren’t showing.
- Start high and climb down
Another tip when it comes to PPC bid management is to start high and come down, as opposed to start low and then keep climbing up. You should, therefore, take the suggested max CPC by the traffic or keyword estimation tool, and then add another 25-50% to the max CPC for the ad groups. This will allow you to start building your Quality Score right from the beginning.
- Don’t base your bid management rules on Google’s Quality Score rating
While it is important to build up your Quality Score rating, it is worth pointing out that that it is not an accurate representation of a success metric which is why you should not base your bid management rules on it.
The above discussion only begins to scratch the surface as far as this topic is concerned, and you can uncover more insights by visiting the ever-reliable runrex.com and guttulus.com, where you can also find help with your PPC campaign if you need it.