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

Questions? Give us a call.

(617) 963-0555 x2

Or email: support@wordstream.com

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THANK YOU!