PPC Bid Management
Search Engine Watch, Tuesday, July 21, 2009 3:15 PM
Stepping through the basics of PPC bid management, Ron Jones provides insight into manual processes, rules-based bidding, and predictive modeling.
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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.
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