Managing Your Pay-Per-Click Bids: 4 Most Important Things to Consider

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Managing an effective paid search campaign is seven-parts math, two-parts effort and one-part intuition. Because “pay-per-click” advertising is transactional in nature (you pay “per click”), your bidding strategy is formed by knowing and adjusting to the economics of your website.

Setting bid positions is not an arbitrary decision, right? Correct, it involves clearly answering these four interdependent questions:

1.      What is my objective?

2.      What is my objective’s value?

3.      What user type do I intend to attract?

4.      How does my competition behave?

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About the Author

(78 Posts)

Kevin Gold is Director of Internet Marketing at iNET Interactive, a social media company operating prominent online communities for technology professionals and technology enthusiasts. Kevin is a frequent contributing author to multiple publications including Search Marketing Standard, Practical eCommerce, DIRECT, Entrepreneur.com, ConversionChronicles.com, About.com, and On Target (Yahoo! Search Marketing newsletter).

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