So you’ve launched your Google campaign and you see that you are getting tons of impressions for your keywords, but no clicks. When you take a look at your keywords you see that Google recommends a higher first page bid estimate than what you are currently bidding. This estimate is higher than your bids for other keywords, but a particular term is very targeted and important to your campaign. It’s time to make a decision. What do you do? Increase your bid.
On the Keyword Analysis tab within the Google Adword’s interface there is a metric labeled “Estimated bid to show on the first page”. This metric is also called the first page bid estimate and it approximates the cost-per-click (CPC) bid needed for your ad to reach the first page of Google’s search results. The estimate is based on your Google Quality Score and current advertiser competition for that particular keyword.
Meeting your first page bid is not a guarantee of placement. Ad placement will still be dependent on Quality Score, your cost-per-click (CPC) bid, your budget, account settings, and user and advertiser behavior.
A common misconception about increasing cost-per-click (CPC) bids is that it would instantaneously eat away at your budget. Although this may seem apparent, it’s not always true. Depending on your keyword’s potential to result into a conversion; the return on investment should be evaluated, therefore increasing the cost-per-click bid if needed accordingly.
Lastly, while increasing your cost-per-click bids, remember that Google sets daily spending budgets for each campaign. As long as you set a realistic budget, the increase in cost-per-click cost should not eat away at your ad budget.
The much anticipated search engine merger of the year was announced earlier this week. According to Computer World, and others, Yahoo and Microsoft will officially join forces in the search engine world. According, to PC Pro, Microsoft’s Ballmer says, “The ten-year deal will see Microsoft’s Bing put to work powering Yahoo’s searches. In return, Yahoo will take over selling premium advertising for the two companies, with a revenue-sharing deal in place.” What does this mean for advertisers? There are pro’s and con’s depending on how it pans out.
Let look at the pro’s first. The merger between Yahoo and Microsoft should spur creativity and innovations. Both search engines have experience with search and display advertising; now they can collaborate on new ideas and thoughts on improving search engine advertising options.
Speaking of improvement, it might affect cpc bidding for the better. If Yahoo is going to be reaching more people, then advertisers might start migrating more of their advertising budgets to Yahoo. If that happens, cpc’s in Google could ultimately drop, especially since Google claims that part of ad ranking depends on your competitor’s cpc bid. It would definitely be a win for certain industries that currently have to bid significant dollars in Google for a keyword, in order to get first page ranking.
On the contrary, cpc’s could increase since there will only be two major players competing. It could change to “here’s the cpc price” take it or leave it. This would drive businesses with smaller budgets to look for cheaper ways to advertise online, whether they advertise on more niche search engines or look more seriously at the social media avenues of advertisement.
Time will tell whether this search engine partnership will be a success for all or only for some. I’m hoping it’ll be a success for all, especially for search engine advertisers. It should be interesting to see how Google responds to the Yahoo and Microsoft announcement.
It seems like a no brainer to me, yet without fail, I often get asked this question. I typically get into a debate (albeit a friendly one) as to why an online branding campaign is nothing short of essential. The truth of the matter is that many online marketers are rather hesitant to bid on their own names, however, it is imperative to do so in order to protect your brand. The common response is: “But I am already number 1.” Even if you are ranking number 1 organically, you should still bid on your name! Here are a few facts to convince you why it is extraordinarily beneficial to do so:
– It is perfectly legitimate (and happens quite frequently) for competitors to bid on your name. The engines permit this activity, which means that a competitor can lure away your searcher without doing anything illegal; provided they do not use your actual name in the ad copy. Keep in mind: this is a customer who was initially looking for YOU! If that is not reason enough, keep reading…
– It reinforces your brand and adds credibility.
– It is relatively inexpensive. Most engines (Google, Yahoo, MSN) make it so you are likely to get the best deal on your own company and product names, which results in a lower CPC.
– It is good to cover your bases. In other words, if your organic results drop as algorithms change, you will maintain your online brand presence with your paid listing. Even a well optimized website cannot achieve top positions for every variation of the company name or brand all of the time.
Do not give a competitor the opportunity to snatch away your visitor. Be sure to bid on your name! Oh and while you’re at it, you might want to create a competitor campaign. Remember, it is perfectly acceptable to give your competition a run for their money!