To go from one of the first things you control when running a PPC campaign to something that you control less and less can create anxiety and fear. Now, when embarking on bidding strategies, your CPC is one of the first metrics that you start to lose control over. Any significant swings either way grab their attention and quite rightly raises questions. Our client reports present and monitor the changes in CPC over-time, and this can often be a key metric that our clients also fixate on. But when you activate your campaign you quickly discover what it takes to compete in an auction. Google’s keyword planner tool offers you a CPC forecast, plus you might have a target based on your CPA and likely conversion rate. When you start a PPC campaign one of the key metrics you’re deciding upon is your CPC. If you’re like me and have at least a decade of experience with PPC you’ll be very familiar with manual CPC and enhanced CPC and find the control they offer reassuring. Why CPC becomes a less significant KPI when monitoring performance with some bidding strategies Target impression share: automatically adjusts bids with the goal of showing your ad on either absolute top of search ads, top of page of search ads or anyway on the page of results.Manual CPC bidding: you can control your bids at keyword level, one by one.įor impressions, there is only really one nested option for search advertising:.Maximise clicks (with max CPC bid): as above, but you can set a specific max CPC bid to prevent paying your full daily budget on 1 clicks.Maximise clicks (no max CPC bid): set your daily budget and the system will buy the most clicks for your budget.Target ROAS: optimise for conversion value, focusing on return on ad spend.Target CPA: optimise for conversions, but control costs by applying a target CPA.There were previously the following but these have been retired, and rolled into options within the strategies above Often a better version of manual CPC bidding as there is a bit of machine intelligence added. Enhanced CPC: you’re in the driving seat with max CPC bids, however the system may alter the bid if it believes it can achieve a conversion.Maximise conversion value: optimize for conversion value with a focus on spending your entire budget (proceed with caution).Maximise conversions: optimize for conversion volume with a focus on spending your entire budget (proceed with caution).However, with the advent of smart bidding Google has segmented their bidding strategies even further and whilst the additional options are helpful, they can often cause costs to inflate or some of your key metrics to significantly change. users to take action on your site, focus on conversions.to achieve more brand exposure, focus on impressions.The bidding strategy framework is focused on a campaign’s goals – whether that is to achieve conversions, clicks or impressions. We’ve been experimenting with bid strategy types and have these cautionary tales to share to ensure you’re not paying Google more than you should.
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