Content Bids

[Discovery]

So we have been fooling around with the content bids for the past month or so, but honestly we dont seem to have found any additional benefit.

I'm not sure if we are approaching this properly. If we can't see where we are appearing in rank, nor do we know what our competitors are paying per click how can we really optimize for the best position? I gues in short I seem to be lacking enough detailed information about the effectiveness of content to manage my bids. It seems easier to simply keep a high default for all and let the system keep us at the top. Fortunately we have the budget and get a return high enough to do this.. but I'm sure we could do better with more finite control over the bids.

The management of content bids is also difficult as the bids are not displayed along with the adgroups regular search bids. Does it still make more sense to divide content and search into two adgroups?

How's it going for you?

Discovery

[AussieWebmaster]

So we have been fooling around with the content bids for the past month or so, but honestly we dont seem to have found any additional benefit.

I'm not sure if we are approaching this properly. If we can't see where we are appearing in rank, nor do we know what our competitors are paying per click how can we really optimize for the best position? I gues in short I seem to be lacking enough detailed information about the effectiveness of content to manage my bids. It seems easier to simply keep a high default for all and let the system keep us at the top. Fortunately we have the budget and get a return high enough to do this.. but I'm sure we could do better with more finite control over the bids.

The management of content bids is also difficult as the bids are not displayed along with the adgroups regular search bids. Does it still make more sense to divide content and search into two adgroups?

How's it going for you?

Discovery

Dividing the content into a separate AdGroup or even a campaign will help tremendously. You need to tweak them but being number one is not as important as being in the top three and having a big enough budget to grab whatever traffic there is....

[Discovery]

Thanks Aussie,

I'm just about to set up a new client so your timing is perfect. I'll give the divide and conquer approach a try.

Cheers,

Discovery

[AussieWebmaster]

Thanks Aussie,

I'm just about to set up a new client so your timing is perfect. I'll give the divide and conquer approach a try.

Cheers,

Discovery

Any time....

It is a lot easier now that Google allows the separation. You can also restrict publications so if you have a decent tracking program you should be able to see if any particular publisher sends traffic that is not converting and turn them off.

[Discovery]

Yes, we do track the publishers and although we like the ability to block certain publishers, I believe we are limited to only 25. Fortunately the top 25 equal about 70% of the bad traffic, the others still represent 30% of literally zero conversion traffic... lots of onesie twosie clicks.

I'll post my results when I have a good baseline to draw from.

Cheers,

Discovery