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PPC Bid Management: An In Depth Overview

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Article Overview

Post Views: 5001 Views

Posted on: Friday June 22, 2018

Reading Time: 10 minutes

With the digital indulgence of marketing, PPC has become the premium choice of marketers and advertisers. PPC – Pay Per Click is a model of advertising that allows marketers to advertise their services and offerings while enabling them to pay only when their ad is clicked by an online user. If you are looking for assistance in your PPC campaign, then Pro Web which is one of the top PPC companies in Dubai will give you the best solutions.


Now, in order to get these ads displayed on the various search engine networks, marketers create ads and then bid on specific search phrases for which to show them. PPC bid management being one of the more complicated areas of PPC marketing; many advertisers choose to automate and function using either the automated bidding option in Google AdWords or a third-party bid management solution offering the best PPC services. Both of these bid management tactics has their own pros and cons.


While Google’s automated bidding feature is less then transparent but is free, and requires you to give up complete control and on the other hand, the third-party bid management software is more robust, but comes with a price tag, which is not so feasible for smaller, budget-strapped advertisers.


What bid management strategy will work to achieve your campaign goals? Now, this is what a tricky question looks like. Basically, the “bid” that is being discussed so much is the dollar amount that a company allows to pay per click advertising for its keywords or phrases. Moreover, Bid prices vary depending on the company’s advertising budget and the time the company plans to invest in paid inclusion.


The ads that PPC bids pay for are also known sponsored links or sponsored ads, that appear when the certain keyword that the PPC bid purchased is entered into the search query.


Now, finding the right PPC bid management strategy for your business comes down to what is important to your PPC program or what do you expect out of the money that you invest in PPC.


So, in order to land up finding the most appropriate bid for your PPC campaign, first you have to dig deep into the basic goals of your PPC campaigns.


Bid Management Goals


Before initiating any PPC activity or strategy, that you plan to invest into, all you need to understand is the KPI, the pain points and the goals of your PPC campaign.


Now, goals, KPI’s & pain points all the three differs from business to business or from service to service that is been advertised. Your brand’s KPI’s may be different from your competitor’s brand KPI’s and goals.


Here are the few bid management goals that you may plan to target with your PPC campaign:


  • Increase branding by driving impressions while staying under a target CPM.
  • Increase leads by driving conversions while staying below a maximum CPA.
  • Increase sales by driving conversions with a positive ROI.
  • Increase site traffic by driving clicks while staying under a target CPC.


Each of these goals will require a different bid strategy. While it is fine to mix and match goals & KPI’s into your PPC account and strategies, but you tentatively cannot follow a single strategy for achieving all your PPC goals and expect the desired outcome.


After the goal is defined, the next step is to analyze which bid strategy would work for your campaign. Below aligned are the PPC bid strategies to help you understand the significance of each while helping you choose the one that would suit your campaign requirements the best.


Conversion Strategies


Under these strategies, every change in your account centers on driving conversions within specific limits. The intent behind is to automate the exact bids that your campaign places, based on how likely a keyword would lead to a conversion.


There are two basic conversion strategies: CPA targeting and enhanced cost-per-click targeting.


  • Cost-Per-Acquisition Strategy: “CPA,” or Cost Per Acquisition is a marketing metric that measures the total cost to acquire one paying customer on a campaign or channel level. A cost-per-acquisition (CPA) strategy basically allows you to maximize the conversions you receive against a specific price bid. Setting a AED 10 CPA will tell your PPC platform to reduce your bids once it reaches the cost ceiling, thus the end goal will be to drive conversions at or beneath the set price.


  • Enhanced cost-per-click targeting: A bid strategy adjusts your cost-per-click (CPC) to help maximize conversions. Enhanced cost-per-click (eCPC) strategies are useful if you want to optimize your clicks while retaining a bit more control over your bids. This strategy raises your manual bids in situations that seem more likely to lead to a sale or other conversion on your website and lowers your bid for situations that seem less likely to lead to a conversion.


Click-Based Strategies 


A click strategy is simple to execute, which makes it extremely versatile. Perhaps a strategy that would maximize the volume of clicks available for your budget. 


Maximize Click Strategy


Maximize clicks is an automated bid strategy that sets your bids to help get as many clicks as possible within your budget. Despite it provides automated bid method, it is extremely to keep a keen eye over the campaign to make it profitable. This strategy is one of the most the easiest strategies of all. Though you need to set maximum CPC for the amount of money you want to spend for a particular keyword. Hence, it is a flexible strategy to get maximum clicks at the bid amount you wants it to set as the maximum one without having to exhaust your entire amount in just a few keywords.