Robert Cooley – Bid Testing Best Practices
- Bid Testing – any bid that’s outside of the recently observed range for keyword
- Controlling for other variables – seasonality or sales
- Trend key over time – 2 axis – position & cost aver time
- Baseline = current bid
- Position based bid testing
- Common example – Google first page bid estimates
Value- Based Bidding
- Kw avg value is starting point – if kw gets 100 clicks & returns $100 value, avg value per click =$1
Webmetro_
- KW with highest Ad-Rank (quality X Bid)
- Inmpression -6
- ***Ad group match type length ***
- Use negatives by kw length
Econometric Modeling
- Spend vs Applications completed over time
- Map seasonality vs brand impressions over time