Synopsis – If you are involved in paid search, you are certainly familiar with the need to bid appropriately. To secure the position you want for the price you want to pay, you cannot just bid once and forget about it. It is crucial that you stay on top of your bids and constantly assess whether your strategy is working as you planned. Key to doing so is to implement some form of bid testing.
In this article, Rob Cooley discusses the different types of bid testing and how to find a balance between the need to test bids and the cost involved in doing so, which is dependent upon your goals as well as your budget. With some concrete advice on how to make the most of the bid testing process, Rob provides the small business owner with the knowledge needed to get organized and ready to implement such a program.