- Merkle, Wednesday, September 28, 2016 1:15 PM
Marketers trust Google to give them the best cost per click, but recent findings from Merkle data suggests marketers may not want to go into a campaign with eyes closed. Bid headroom, known as
the gap between the price marketers bid on keywords, and the actually price paid, can differ. Joseph Shoemaker provides the lowdown on testing bid headroom
and whether the AdWords process leads to higher CPCs for an advertiser's brand keywords.
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