Bid Adjustment Flowchart
Published February 16th, 2007 in All Search Engine Topics, General Search Engine Marketing.The Strategic Planner over at ProFlowers.com introduced me to this method of adjusting bids to maximize profits. Basically, instead of looking just at the start and end CPO, CPC, or CPA when adjusting bids, you have to analyze the lift and determine if the increase in bid was worth it.
What the flowchart doesn’t take into account, and it will vary between industries, is the actual amount you will have to spend increasing bids and the amount of time to wait before determining if the increase was a success or not. I’m interested in hearing other people’s opinions on this matter. Personally, I would wait 10,000 impressions or a week to determine if the experiment is successful but in a really competitve market with really expensive keywords, that amount of time may be excessive.
