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  1. Google AdWords Remarketing Lists For Search Ads (RLSA): The Ultimate Guide

    Advertisers can adjust PPC ads, bids (set bid adjustments), and keywords based on the audience and keywords they are targeting. Finally, choose "target and bid" if you only want to use the remarketing list, or "bids only" if you want to use both...

  2. 3 Ninja PPC Techniques to Help Retailers Get Ready for Cyber Monday

    Google is one of the first to use “quality score” to determine bid prices and ad ranks. But here’s the kicker: most merchants upload their entire catalog, and bid the same for all of their products. What you, ninja marketer, will do, is bid on each...

  3. Those Mysterious Quality Scores: Fundamentally Simple

    So, for example, an advertiser could choose to pay high bid prices for high-volume keywords like "Ally McBeal" and display an ad for Janet Jackson ringtones. This week, I'm going to interrupt our discussion of ad testing to demystify a concept that...

  4. Reading the Tea Leaves: Interpreting Keyword Reports

    Then the advertiser could probably afford higher bid prices, which would improve the ad position on the search results page. The high conversion rate and low cost per conversion would warrant a nice increase in bid price that would move the ad...

  5. Judging PPC Performance: Focus on Conversions

    In Part 2, I'll resume the description of how and when you should adjust keyword and ad group bid prices. Last week, when I discussed PPC bidding strategies, I promised to start a discussion about how and when to make decisions about your PPC...

  6. PPC Bidding Strategies: Prudence vs. Aggressiveness

    Next Monday I'll run through the methods and best practices for determining how and when you should adjust keyword and ad group bid prices. Bid just high enough to get into positions 4 through 8, so that your ad appears on the first search results...

  7. Show Me the Money: Bidding for Profitability

    This week I'll discuss a topic that's difficult for many PPC advertisers: setting ad group bid prices at the beginning of a campaign. If you bid at or below the calculated maximum CPC, your campaign will remain profitable (assuming sufficient...