A while back I stumbled upon this quote: “Working hard and working smart sometimes can be two different things” – Byron Dorgan. If you’re anything like me you, you like to over complicate things because surely the answer can’t be that easy. Fortunately, in the world of Paid Search, there are many tools and resources that help make our lives easier. That is assuming of course that we use them. One such tool being rules that allow for automated bidding.
It’s amazing to me when looking at small to mid size clients, how many people don’t utilize automated rules more effectively to make their lives easier. Sure, many people use third party bidding platforms for their larger clients, but not everyone has that kind of budget. I mean, you could spend an hour a week analyzing what keywords performed or didn’t perform, or you could spend it on higher level strategy and testing. Automated Rules are useful for a number of different tasks such as putting up and taking down campaigns or ad copy. However, I find the most value when it comes to automated bidding. If you’re new to the world of automated rules, you can find helpful articles here and here.
When I first learned about rules and automated bidding, I felt like Aladdin singing “A Whole New World”. Seriously. It saved me so much time! When you sit down and think about it, you probably already have your go to parameters for bidding. If Keyword A spent this much money and didn’t convert then I’ll bid down X%. So why not save yourself some time and put those parameters into a rule and set it up on a cadence that works for you and your account?
Quick and easy rules to begin
Bid up on brand impression share
I find that in most cases, regardless of size, clients want to make sure they are always showing up for their branded terms. You’ve probably gotten an email at some point in time that says “hey I searched for my brand and I didn’t see an ad!” You then get the pleasure of explaining to them all the little nuances that go into why that happened. Yet the heart of the matter is still there, they want to show up every time! Especially in hyper competitive verticals where you may have dozens of competitors that could be bidding on your terms. This can be huge. Go in and setup an automated rule that runs once a week and finds any branded keyword that has seen its impression share fall below 95% and bid it up 15%-25%. In most cases, these terms likely are your best converters anyway, so it’s not hard to justify.
Weekly bid strategies.
As I mentioned earlier, we all have our own strategies and parameters for auction bidding. Setup some rules that run weekly that replicate what you would otherwise be doing. Bidding up 10-15% on keywords that are converting and seeing high quality traffic. Then bidding down on keywords that are driving up costs by not converting at an efficient enough rate.
Pause inefficient keywords
One rule that I’ve found especially useful is the pausing of my non-performing keywords. In most of my accounts, I have a rule in place that looks back 3 months and pauses any keyword that hasn’t achieved the goal for the account. This is an easy way to make sure that you’re not pouring money into keywords that aren’t helping you achieve the results that you want.
I personally like to have my automated bidding rules run on Monday mornings so that I can start my week off by already checking something off my lists. Bam! Efficiency before the coffee even hits your system.