Pay-Per-Click Bid Management Strategies
My philosophy on pay-per-click bid management has always been to manage each keyword?s performance in each engine individually. Knowing a keyword?s impact makes it easier to determine the next steps to take in improving the account?s overall performance. I start by looking at a current month?s worth of data and sorting the data based upon three criteria: Cost per conversion, cost per click and number of clicks. The first section is for keywords that have generated conversions sorted by cost per conversion from highest to lowest. The next section is for those keywords that have had clicks but zero conversions sorted by cost from highest to lowest. Lastly, I group the keywords that have had no clicks in descending order of impressions.
Here?s how it works:
1. For the converted keywords, compare the cost per conversion with the optimal cost per conversion that you want to achieve. Modify bids to alter position if the keyword?s cost per conversion is too high.
2. For…
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Pay-Per-Click Bid Management Strategies
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