Bid and Position Management Options
Some bid and position management features
vary among PPC services. Learn the answers to the following questions about yours:
Adjusting bid prices
: How do you change bid prices for individual key-
words? What about for groups of keywords? Can you set parameters so that
your bid automatically increases or decreases based on what your competi-
tion is bidding?
Can you set daily or monthly budget caps? Can you set limits
so that certain bidding or cost parameters are not exceeded?
What kind of control do you have over your listing
position? As you’ll recall from Chapter 4, bid prices may not be the only
factors at play in determining the position of your PPC listings.
Tracking and Reporting Options
You will probably be pleased with the detail and
flexibility of reports you can generate with whichever PPC engine you choose. Your
role in PPC reporting will be less about compiling data and more about finessing the
report parameters to get at the information you really want. Here are some things to
look for: How recent is the data that is included in reports? Is conversion tracking an
option? Is there at-a-glance information in your campaign management interface so
you won’t have to run a report to see how your PPC day is going?
You’ll be creating monthly reports with the following information at a minimum: top
performing terms, total campaign cost, average cost per click, click-through rate, and
total click-throughs. Be sure you know how to find this information from your PPC
service’s reporting screen.
Some PPC services will help you get up and running. YSM and
Google both offer setup assistance services for a fee. We generally don’t recommend
paying for such services, and anyway, you won’t need them if you follow the proce-
dures in this week’s tasks. However, if you are destined to be a big spender with a PPC
service (on the order of $10,000 or more per month), you may be able to get the free
services of an account rep who can smooth over some of the bumps in the process.
Your PPC service may ask you to input your keywords and bids before you can
complete the sign-up process. You can just enter in your company name as a keyword
Tuesday: Prep Your PPC Keywords
Today you’ll compile a list of keywords for your PPC starter campaign. Your top 10 or
so target keywords are a starting point, but any terms on your long list from Chapter 6
are fair game.
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