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