Real Estate Innovation

PPC Bid Management Techniques

When it comes to PPC (pay per click) advertising, it seems like the marketplace is getting continually more saturated and competitive, making it harder than ever to run a cost-effective campaign. This is true to some extent, but there are still ways to run a campaign that gets great ROI. Here are a few PPC bid management techniques you can utilize to do just that.

First of all, don’t get caught up in the moment and spend more than your budget allocates. This is probably the quickest and easiest way to erase any potential profit you might have brought in. PPC is a game of patience, and you must exercise it if you want to stick around long enough to reap the rewards. Remember that new players will always enter the game, and may get a bit carried away with their bids out of ignorance or lack of discipline. Don’t join in unless it is a very calculated decision. There are always fluctuations in the pay per click game, so you need to pick you spots.

The next thing you should do is forget about what ranking you are on a SERP (search engine results page). Bid an amount that you can afford, not for the spot you want. If you are in the top spot or the fifth spot, it doesn’t really matter. It is a good idea to try and get on the first page if you can, but beyond this you shouldn’t worry about it too much. Also, consider this: people click on the top spot without even thinking about it too much. This will lead to many clicks that have no chance of turning into conversions, drastically lowering your conversion rate and reducing your margins. Only bid for the top spot if you are the dominant player in your respective industry - or you wish to obtain this title, and realistically have the resources to do it.

Another bid management technique that you can make work for you is bid jamming. Certain PPC services have a bid system that is public, allowing you to see the bids of all your competitors. If you have a very direct competitor, you can consider jamming their bid. Basically, PPC services operate similar to an online auction site. If you bid .25 per click, and the next closest competitor bids .13 per click, you will pay .14 per click not .25. So, if your competitor is bidding .25, you may want to bid .24 so that they pay full price for the bid. If you do, they may not be able to keep the top spot for as long.

Utilizing these three simple PPC bid management techniques can help you stand apart form your competitors and maximize your PPC campaign without overspending. This way, you can win the bidding ways the smart ways - without breaking your budget.