Google Adwords: Bidding Strategies
Different techniques are usually accepted in order to position in the Search an Adwords campaign.
Those techniques aim to meet three different objectives:
- Positioning: visibility at any cost
- ROAS: Return On Ad Spent
- A predefined volume of clicks
1. The positioning of an Adtext is linked directly to its Quality Score (indicator defined according to a secret algorithm held by Google that considers the pertinence between keywords, the ad’s copy and the content of the landing page… and also the length of the campaign, the CTR, the page’s uploading speed, the available weekly budget…and sometimes the age of the captain!)
Only eleven slots are available per keyword (if we exclude the results showed letter by letter on Google Instant): 3 premium slots – above the organic results – and 8 in columns on the right.
It is then crucial to optimize the Adtext so that it includes the keyword in the copy: keywording technique.
2. Mainly, in e-marketing campaigns where the prime objective is the validation of an online purchase, the analyse of results will be done through ads that generate a high average basket or the lowest CPA (Cost Per Acquisition) possible.
The CPC is no longer the KPI: the ROAS becomes the Holy Grail.
3. Combining positioning techniques and optimising in terms of revenues, the third bidding strategy consists in delivering a defined number of clicks.
Based on the semantic universe explored by the keywords, primary and secondary bidding rules become part of the diffusion parameters.
by Annick Vandersmissen - b2p Dream Team - 05/05/11
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