Bidding Workshop - neformální prezentace jako doplněk článku pro Ataxo blog.

1. Training Pool → Diver Level
Bidding
Bidding

2. | 1. Bids vs. Positions
Max. Position
CPC
If you raise the Bid, your Avg. Position in
search results should raise, too.
=
True or False?

3. | 1. Bids vs. Positions
„If you increase your bid, it is quite possible to see your average position move
lower on the page! The reason is that when you increase your bid, your ad will
appear in new auctions, and it will tend to come in at the bottom of those new
auctions. This effect can be large enough to push your overall average position
down.“
Hal Varian, Chief Economist at Google
Usually True!
Source: http://adwords.blogspot.com/2009/08/conversion-rates-dont-vary-much-with-ad.html

4. | 2. Bidding vs. Impressions
Max. CPC Impressions
If you raise the Bid,
you should get more impressions.
=
True or False?

5. | 2. Bidding vs. Impressions
Might work in some cases,
but usually does not!
https://adwords.google.com/select/sliderprimer/Overview

6. | 3. Conversions from different spots
They are some spots in search results that
convert better than others.
It is usually not worth to bid for spot #1
True or False?

7. | 3. Conversions from different spots
„I call this the "idiot click"
problem, although a fairer http://www.payperclicksearchengines.
term might be the "lazy com/articles/61/1/PPC-Bidding-
Strategy
searcher" problem.“
Who knows?
Test it!
„Conversion Rates Don't http://adwords.blogspot.com/2009/08/co
Vary Much with Ad Position“ nversion-rates-dont-vary-much-with-
ad.html

8. | Quiz Summary
Always check your Quality Score and Impression
So what? Share when deciding about next optimization steps:
●When your QS is high, but your bid is too low, it is
quite probable that your average position will drop
down when raising a bid.
●When your IS is low because of Ad Rank, it is quite
unprobable, you would boost up the campaign (get
more impressions) with raising your bids.
● When your campaign does not deplete the budget,
raising bids does not solve the problem. Your
budget depletion grows – but only because your
clicks gets more expesive, not because you gained
more of them.