So, you’ve added all your keywords, written some fantastic ads and linked each to relevant landing pages that are guaranteed to sell your business. It’s now time to decide on your AdWords bid management strategy.
You’re on a tight budget (let’s face it who isn’t) and your profit margins are small. The minimum bid for most of your keywords is 10 cents so let’s start there and work up – right?
The Right AdWords Bid Management Strategy
A bid management strategy that starts with low bids on all your keywords will typically mean your ad position will also be low. This will translate into a low click-through-rate (CTR) for your ads and CTR is one of the most important factors in determining your Quality Score (QS). The lower your CTR, the lower your QS, the more you pay in bids.
When introducing a new keyword to your campaign, always start by bidding high to secure a top ad position on the search engine results pages (SERPs). Top ad positions typically get clicked on more often and this will help you too for building up a good keyword history.