Beating AdWords Bidding [Webinar]
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Transcript of Beating AdWords Bidding [Webinar]
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Beating AdWords
Bidding
LIVE WEBINAR
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Meet The Presenters
Jeff Stevens
Senior Customer Success Specialist
WordStream
Tessa Rowell
Customer Success Specialist
WordStream
Rebeka Alvarez-Heck
Customer Success Specialist
WordStream
Bobby Kittredge
Customer Success Specialist
WordStream
Bid strategies should be tailored to your campaign type, targeting settings, and performance goals.
Available Bid Strategies:
Manual CPC, Automatic CPC, CPM, CPA
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AdWords Bid Strategies: What Are They? Who
Uses Them?
Cost-per-click bidding is best used
when focusing on generating clicks.
Why use Manual CPC Bidding?
• Default Strategy
• Tightest Control Over Budget
• Highest Level of Granular
Control
Why use Automatic CPC
Bidding?
• Hit Budget Consistently
• Not Comfortable Bidding
Manually
• Less Time Managing Account
• Goal: Increase Traffic
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Manual & Auto CPC Bidding
Cost-per-mille (thousand impressions) bidding is typically
used to increase awareness and visibility of ads.
Why use CPM bidding?
• Remarketing Campaigns
• Ads Intended to Increase Awareness
• Using Placement Targeting
• Display Network (in General)
• Your Message is in the Ad Itself
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CPM Bidding
Cost-per-acquisition bidding is an advanced option that lets
you bid directly for conversions.
CPA Bidding Requirements
• Conversion Tracking Enabled
• At Least 15 Conv. In Past 30 Days
• Consistent Conversions For A Few
Days
• Search and/or Display Network
Targeting
Why use CPA bidding?
• eCommerce
• High Volume Campaigns
• Heavy Focus on ROI
• Direct Response Campaigns
• Well-Defined Conversion Type
• Stable Conversion Rate
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CPA Bidding
Cost Per Click (CPC)
Average Position
Cost Per Conversion/Acquisition (CPA)
Conversions or Converted Clicks
Click-Through Rate (CTR)
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Metrics Important To Bidding
Each metric plays a unique rule in
determining bids and strategy
The metrics are all connected and feed off
each other
Adjusting one metric will affect the rest
Identify the metric most important to you
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Why Are These Metrics Important?
Impossible to set a bid that will optimize
all metrics
Best to identify the most important
metric to you
CPA?
Conversion Volume?
Positioning?
Base your bid strategy primarily around
this metric
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Finding Your Most Important Metric
Very subjective
Based around your important metric
Examples:
Low CTR and Average Position?
Increased traffic?
Low Impression Share?
Use your Adwords knowledge
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When to Bid Up
Reducing bids is typically done in an effort to
control costs and maximize budget toward keywords
that have better, more sustainable performance.
Always think in terms of your most important
metric.
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When to Bid Down
Additional metric to consider when working with
bids.
Impr. share = impressions/est. eligible impressions
Eligibility based on:
Targeting, bids, QS, etc.
Example - When to raise bids
High IS (rank) + Low IS
Remember your advertising goals!
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When to Bid Up or Down: Impression Share
Use percentage increments
to lower bids.
• Aggressive Down Bid: -20%
• Standard Down Bid: -10%
• Conservative Down Bid: -5%
Bidding scenarios:
• High impressions, low CTR, high
avg. CPC
• Low QS, high CTR, high avg. pos.
• High avg. pos., high avg. CPC,
low Conv.
• Etc.
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When to Bid Down: Strategy
Additional options to consider when
working with bids.
• Using Automation: Conversion
Optimizer,
Flexible Bid Strategies
Maximize Clicks
Target Search Page Location
Target CPA
Enhanced CPC
Target Return on Ad Spend
• Focus on Conversions and ROI
• Close the Analytical Loop
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When to Bid Up or Down: Other Strategies
Monitor mobile closely
Adjust as needed
Typically find mobile doesn’t convert
well with display & remarketing
Always test leaving mobile on before
turning it completely off
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Mobile Bid Adjustments
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Mobile Bid Adjustments
Generally bid
scheduling is
recommended
Why?
Competition
increases
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Bid/Ad Scheduling: Should I?
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Bid/Ad Scheduling: How Do I Check?
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Bid/Ad Scheduling: Setting It Up
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Bid/Ad Scheduling: Setting It Up
Stacked bidding is an advanced keyword bidding
technique that allows advertisers to test the
performance of different match types on the same
keyword.
Useful when adding a new keyword to an account –
which match type will be most effective?
Give Google a reason to always serve the more
restrictive match type when eligible. More
restrictive match types = less competition, lower
avg. CPC.*
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Advanced Bidding Strategy: Stacked Bidding
Here’s what stacked bidding looks like in AdWords…
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Advanced Bidding Strategy: Stacked Bidding
1. Only use three match types. Always use phrase and exact.
2. Bid in +5% increments for each more “restrictive” match
type.
3. Keep all keywords in the same ad group.
4. Set and run for at least 30 days.
The Basics:
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Advanced Bidding Strategy: Stacked Bidding