PPC Bid Management
Jones believes you need to start by identifying the value of the traffic from ads, and then setting bids to a fraction of the value you're willing to pay. Analyze historic data and look closely at events that might impact the variables. For example, if sales increased during Memorial Day weekend, the holiday will impact the variables, he writes. This way you can increase your bids by X percent during the weekend and then find a norm and lower them afterward.