AdWords bid management is an essential part of AdWords campaign management. From the time you launch your first campaign to managing multiple campaigns, you’ll need a strategy to make your advertising a success.
You’ll need to decide whether you’ll use individual or portfolio bid strategies. And you’ll need to decide which bid strategy to use at different stages of your advertising.
Here are three tips to help you with your AdWords bid management:
Have a Campaign Goal
To set the right AdWords bids and manage them effectively, you need to have a goal. Your campaign should be setup to achieve that goal and your bid strategy can help.
Some common goals include increasing clicks, increasing impressions, increasing conversions and conversion value and increasing views. There’s at least one bid strategy to help you achieve each of these goals.
To increase clicks for example, you can use Maximise Clicks. This bid strategy tries to get you as many clicks as possible for your AdWords budget and sets the bids automatically.
And to increase impressions, you can use a bid strategy like Target Search Page Location. With this automated bid strategy, your bids will be set to get you a top position on the first page or anywhere on the first page of search results.
Start with Maximise Clicks
Maximise Clicks is a good bidding strategy to start with. As an automated bid strategy it does the heavy lifting for you and takes the guesswork out of bidding.
Maximise Clicks is ideal to start using for the following reasons:
⁃ If you’re new to AdWords and have little or no experience with bidding strategies
⁃ If you’re not sure exactly how much to bid for your keywords or placements
⁃ When you’re only interested in increasing web traffic
⁃ You don’t have time to spend monitoring and updating individual CPC bids and are willing to allow the AdWords system to update them automatically.
⁃ You want to reach your AdWords advertising budget consistently
Automated or Manual Bidding
Automated and Manual bidding are the two bidding types in AdWords. And each has bidding strategies that you can use to promote your products or services.
There are 7 automated bid strategies and some of the popular ones are Maximise Clicks and Maximise Conversions. There’s only one Manual bidding strategy and it’s Manual CPC.
Automated strategies set bids for you automatically based on click, conversion, impression and position goals in the auction results. So this can save you a lot of time and you can focus on other areas of your account.
However, you lose control in managing your bids and it can prove expensive if not handled correctly.
Manual CPC gives you the greatest control because you get to decide on the bids. The benefit is you decide on what you per per click and don’t leave it to the AdWords system to decide.
The disadvantage though is that it can be time consuming and ineffective. You’re also likely to lose out on opportunities which an automated bid strategy would pick up on quickly.
Follow these three tips to manage your PPC campaigns effectively. Of course there’s more you’ll do as part of that management, but the bid strategy tips listed above are essential to your success.