Keyword Bid Management in PPC Marketing
In medical PPC marketing, you bid on the keywords, or search terms, that dictate where your ads will appear. In a successful Google AdWords campaign, there is a great deal of emphasis placed on PPC keyword research so the AdWords manager doesn’t waste money and time on irrelevant or generic keywords. However, what most people forget is that an equal amount of time needs to go into the bid management as well.
How Keyword Bidding Works
PPC management services understand that there is more to bid management than just submitting the highest bid possible for any given keyword. Google also considers ad relevancy when determining the position of an ad in their sponsored links. AdWords managers who understand this are much more successful.
Ad Relevancy
In a PPC marketing, PPC keyword research is also key to writing relevant ads. Ad relevancy is based on the quality score that Google gives to each ad. The quality score is based on the following:
- The Click-Through-Rate (CTR) of each of the keywords
- The ad text
- The historical performance of the ads
- The quality of the landing page
Using these factors in an algorithm to determine ad relevancy, Google is able to award ads that produce over those that are flat but are paying the same amount per click, making pay per click search engine optimization an important aspect of successful online advertising management.