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Bidding Strategies for PPC | Website Office
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Bidding Strategies for PPC

July 31, 2008

Given our society, we always look to be number one. This is not the wisest move in PPC. Being number one may boost your ego and make you feel good about yourself, but it may be costing you more than it is worth. The key component to determining a PPC bidding strategy is testing. You cannot expect to get things right the first time. There may be ways that you can actually save money and yet end up making more. Sometimes, it is better to aim a little lower than number one, at least in terms of search results.

A continual mantra I like to use is quality, not quantity. Of course, if you can get both, you might as well. This gives us another way to look at PPC. Being number one does not ensure that you will make the most conversions and have the most effective strategy. Being number three may attract more conversions than being number one, something you should be noticing more than the number of visits you get. Lower costs and higher returns always mean good business. You should be looking for quality clicks, not just a large number of them. Effective bidding strategies can help you attract these clicks and make sure that your visitors are turning into conversions rather than costing you money with no return.

Determining your click price is one way to make sure you are spending the right amount on your advertising. This can be determined by examining your performance metrics, such as cost per action, and then figure out where your ad will appear by searching for your keyword on the search engine. Another good thing to do is use AdWords and Overture to your advantage. Concerning AdWords, there are some instances where the fourth and fifth or fifth and sixth bid will appear on the bottom of the first page and the top of the second page. You get double the exposure for the same price. No complaints there. With Overture, only the top five bid placements are immediately viewable. By bidding just under the fifth, you can get the sixth place, many times without competition. Of course, the more people that know this, the less likely it is to work, but it is a good bit of information nonetheless.

Bidding smart and working to get the best returns is the key to a successful PPC campaign. Thousands of hits with no conversions are worthless and no hits are completely useless. Ensuring that you have optimized your bidding strategy will guarantee better results for your campaigns and your site. Do not forget that optimization requires constant vigilance and you need to continually check your campaigns to ensure that you are getting the best results that you can.

Written By: James Blackburn, Website Office Staff Writer

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