Great Article from Search Engine Land, written by Chris Crompton, about AdWords Bid Management. If you’re serious about your PPC then I recommend this article! I have taken a couple of excerpts from the article below.

AdWords Bid Management: Advanced Tactics

For many AdWords advertisers, simply tracking conversions is an “advanced” tactic. High-performing marketers go a step further and also use AdWords conversion tracker to dynamically track the value associated with each conversion. With a simple modification to the conversion tracking script (and a tiny bit of custom programming), you can track the monetary value associated with each conversion. If one conversion brings in $30 while another brings in $50, both values will be recorded with their respective keyword -

If, however, you have a proper AdWords account structure where your ad groups are made up of semantically related keywords with the same stem keyword, you can take advantage of this statistically advanced bidding strategy—simply start managing your bids at the ad group level. AdWords allows you to give an ad group default bid which applies to all keywords in the ad group for which you haven’t specified a custom override bid. -

AdWords Bid Management: Advanced Tactics

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