PPC ADVERTISING MANAGEMENT TIP #12
Slow and steady PPC bid management wins the race.
One of the rookie mistakes you will encounter is trying to interpret Traffic and Rank Estimator (TRE) tools that are built into search engine PPC accounts, like Google.
You are curious to know what the costs are for what position ranks. So you try adjusting your bid downward by 15 cents or more, and then immediately re-click the TRE. You see the rank output doesn't change, so you keep adjusting downward. You are thinking to yourself, "Wow, our recent optimization work to our website is really paying off!"
That's not the case.
You check in the next day to see how your conversions are doing, and the numbers have generally fallen off across the board.
Unfortunately, Google is not in the business of revealing to you what keywords will precisely cost for what ranks at any given moment. Part of that assumption is a technical difficulty, and the other part of that is understanding that Google cannot reveal to you on a business level what your competition is bidding. That is generally why search engines like Google will only show you rough, unchanging estimations. In spite of this, there are ways to give you a very good idea about what your competition is paying. But that is a topic for another day.
In short, once you get a feel for what general ranks cost on a consistent basis, do not try adjusting your bids by more than 10 cents at a time. Once you do make bid changes, you should really resist trying to manipulate bids on a daily basis. You have to stand back and let your PPC account accrue data over a period of time.
That's right- in professional PPC management, less is more.
49er-consulting.com is a Montclair, NJ-based Internet Marketing Agency specializing in ppc management
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Nowadys most advertisers really needs to read this kind of article to enlighten them on what to do to make a better campaign where they can earn more than they expected.
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