Bidding Strategy for Paid Seach

Chapter 4 of Paid Search Planning and Strategy

Bidding strategy is used to determine the amount a company should pay for an ad in order to deliver the return it is looking for. This chapter discusses how to set a bidding strategy and make bid adjustments.

By Econsultancy

21 minute read

Bidding strategy and bid adjustments form another key part of paid search strategy, determining overall investment in the channel. This chapter discusses both strategies, covering:

Value: How can advertisers ensure they are considering all the different types of value from paid search in order to factor in return on investment when setting maximum bids?
Bidding wars: A common factor when it comes to competition on priority keywords, what is the best way to navigate bidding wars without going over budget?
Bid adjustments: Enabling advertisers to control how frequently their ads are shown based on several factors, what are the main types of bid adjustments within Google Ads?