Ppc Bid Management

  • The Impact of Campaign Structure on Bid Management – Part II

    … In my last post, I discussed how the mismatching of search terms to keywords can dramatically impact bidding decisions and the resulting performance. In this post, I’m going to address another campaign structure issue that impacts the way we bid on low volume keywords. Structural Problem #2: Grouping Keywords to Support Long-Tail Predictions…

    Miles Olsen/ PPC Hero- 5 readers -
  • The Impact of Campaign Structure on Bid Management – Part I

    … don’t match, and thus we run into problems. Consider an education advertiser bidding on the broad match keyword ‘dental hygienist school’. This keyword may be getting matched to searches for both ‘industrial hygiene school’ and ‘dental hygiene school’. These search terms will certainly have vastly different conversion rates. If one keyword…

    Miles Olsen/ PPC Heroin Google- 5 readers -