Having a successful bid management can be quite difficult especially if you’re focused on branding keywords. Your winning strategy should have a strong concentration on your optimization. This article gives a comprehensive overview of the basics in PPC bid management tools. You will be able to know how to have a sound bidding strategy, the most up-to-date techniques and the best practices you have to take note of if you are optimizing your search marketing campaign.
What Is PPC?
PPC is the acronym for Pay Per Click, a technique used for advertising where the user or the advertiser will pay every time their ads are clicked using search engines such as Google and Yahoo. Therefore, if you have a pay per click bid management tool, it pays for the ads that you generally see in a search engine. They are often found at the top of the page or at the side of the page. The bidding prices vary, it depends on your budget and how long you would like to use the service. It becomes more expensive if you are paying for popular content that uses specific keywords because you are securing a higher ranking in the search engine.
Using PPC bids are differently from the normal or natural way of searching. They are also called sponsored ads or sponsored links, which only appears when a certain keyword is triggered. Most commonly used companies that use PPC bids are Google AdWords, Microsoft adCenter and Yahoo! Search Marketing. The price range starts from $0.01 and up. Using the best PPC bid management tools can help companies save time and money plus make sure that their PPC campaigns are closely monitored. They also have analytic reporting and bidding algorithms that can help you increase your return of investment.
Why Do You Need PPC?
PPC campaigns helps you obtain real-time traffic on your website, promising you new leads that can convert to customers and increase your ROI. PPC bid management is easy to do. You can easily setup a campaign but you need to make sure that the traffic you are receiving will have the potential leads to convert to an actual sale. PPC campaigns are different each time, but there are four main features of PPC bid management software. These are:
- You will be more productive by automating your PPC campaigns. It is also accurate and provides you more time to be productive in other areas.
- Time and money saver. You’ll be able to manage more tasks with a smaller amount of time. Using the tool generates, manages and optimizes your PPC campaigns easily, which saves you time and money.
- It has reporting tools. Reporting and analysis tools can help you understand more about your keywords and modify optimization strategies if needed.
- It’s everything you need in PPC campaigns. Streamlining your tools is a great way to track your overall progress. You’ll be able to keep up with your business goals and find out what you need to improve on for future campaigns.
Pay per click bid management software is recommended for businesses that is in the IT industry or has an online business. They can be small or big businesses that have a lot of products and services to sell or need some assistance in their sales and marketing teams. It is also used by companies that want to promote their brand.
Start Off With Clear Business Goals.
You need to understand your goals and apply them to set up appropriate PPC bid adjustments. The more specific your goals are, the clearer and determined you will be with your PPC campaigns. You’ll be able to optimize your bid searches as well.
You need to find out what your performance is when you use different segments. Your performance can change, depending on the location, audience, time and even the platform (device). Make sure to monitor them and adjust to their preferences. You also have to consider your total value with all your campaigns and platforms. Also include both offline and online strategies.
Each PPC campaign has its own unique strategy. Most of the time, you can use simple calculations but sometimes you also need to use complex algorithms or factor in the historical data you’ve collected. Just remember, even if you use the best PPC bid management tools, they only serve as guidelines on reaching your business goals and is not an overnight solution to your PPC campaigns.
Use a System to Manage Your Bids.
If you’re using Google AdWords, to hit your overall goals, you can use base bids and bid adjustments. Base bids, also called bid price, is the amount you are willing to pay for in PPC bid management. Bid adjustments is a technique here you can change percentages of a base bid for managing the ads.
They are used to maximize your performance in your campaigns while still hitting your goals. The results depend on what you’ve base bids are. Always monitor them constantly or else you may miss out opportunities for conversion.
One good strategy for bid adjustments is to identify areas where the most number of conversions happen. Another good strategy is by interest targeting. You bid on specific interest categories that match your target audience. Once you determine where it is, increase your bid adjustment. Aside from Google AdWords, you can get a PPC bid management software to manage your bids.
Don’t Forget About Tail Terms.
What’s a tail keyword? This is also called a tail term. There are two kinds of tail terms; one is called the long tail while the other is a short tail. Long tail keywords often use 3-5 keyword phrases while short tail keywords use common words that usually are 2 words long. Nowadays, it is recommended to use long tail keywords. Below are the reasons why:
- They are less common and are not included in all searches. Because of this, you would have a lower chance of other competitors using these keywords. The less competition you have, the better chance of users discovering your ads and purchase your product.
- More specific. The more specific your keywords are, it’s more likely that users are searching for your product. The keywords they are searching for may be relevant to their needs. This gives you more focus on potential buyers that can increase your conversion rates and increase your return of investment.
- Lower price. If you don’t have competitors using the same keywords, the price or cost of it would be less. For small companies that are just starting, this is an excellent way to start PPC campaigns without having to spend a lot.
- Higher conversion rates. You’ll be able to have more time converting your generated traffic. Even if your potential customer doesn’t purchase anything, they might come back because your keywords offered to provide them the specific needs they want.
However, if you use long-term keywords you’ll have limited traffic because they are too specific. They might not have many people go to your website. Additionally, you might miss on people that could be potential customers but was not able to use your keywords, because they were not able to discover it.
Choosing the right tail keyword would depend on the type of traffic you want on your website. Consider your budget and the amount of web presence you would want for your business. It is recommended to use short tail keywords if you have a specific item in the general category, a large number of content or a strong brand presence you would like to promote. If you want to have a lower cost, lower volume and lower competition but have a higher conversion rate, use long tail keywords. You can read CrowdReviews.com’s PPC bid management tool reviews to find out if the software focuses on long tail or short tail keywords or both.
Anticipate Out of the Blue Scenarios in Your Campaigns.
Even with the best planning, unexpected events might occur. This may or not be your fault, such as website downtimes or technical disruptions. This could affect your PPC campaign greatly. It helps to have a pay per click management software that can lessen these scenarios from happening.
These are just some of the best practices you can do for utilizing your PPC bidding strategies for your PPC bid management tools. Aside from this, you also need to consider your target market and your budget forecasting. If you want to learn more, you can also Google’s guide to the best practices in bid adjustments.
For those who want their PPC bid management campaigns to succeed, always apply best practices and utilize your resources. To save you time and money, you can get a software that manages your PPC bids. If you don’t know which tool to choose, you can read CrowdReviews.com’s PPC bid management tool reviews to find out which one is right for your company. Why not get a software to help you in your PPC campaigns today?
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