Listing and Bidding Strategy
This article is an introduces strategies for managing your Pay Per Click advertising bids.
Anyway, here are the strategies: - Bid only on terms that are relevant to your site:
- Each search engine's editorial review teams won't accept bids on irrelevant terms.
- Relevant terms are the ones that will bring you the highest quality traffic in any case.
- Bid on as many relevant terms as you can:
- Sometimes the highest bid on the 2nd or 3rd most popular term is a fraction of the price of the most popular term. Provided you bid on a lot of the slightly less popular terms, you may be able to get just as much traffic, and sometimes more, as if you bid on the leading term - and for a lot less money too.
- It is worth bidding on every relevant term, including those that get only a handful of searches. Except in the hyper-competitive categories, you can often get a top listing very cheapily by being more inventive with your terms than the other folks advertising on the search engine. Also, as these less popular terms often contain several words and are therefore highly targeted: you probably will know a lot about the person doing the search is looking for.
- Link directly to the relevant page of your site - and not your home page:
- You can give the surfer exactly what he's looking for.
- The surfer is unlikely to get lost or give up before finding the relevant offer.
- The surfer is less likely to get distracted, and is more likely to be in the right frame of mind to sign-up for your offer, or buy your product.
- Try to include the exact search term in your Title or Description.
- Surfers are far more likely to click on a link that appears to be exactly what they were searching for.
- Make your Title and Description as descriptive as possible.
- People are far more likely to click on a link if they know where it's going.
- People will only click if they are genuinely interested - so you'll save money that would have been wasted from clicks of people who were just investigating your link.
- It's undeniable that higher bids will attract more clicks - although of course this might include some people who just click on the first listing without reading it.
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