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• Launch Bid Strategy

Launch Bid Strategy

Our launch bid cap strategy for each keyword is determined by which category they fall into within the campaign structure.

Brand keywords as a rule will be the highest converters as they are generally capturing people who are at the latter stages of the buying cycle; therefore, we apply aggressive bid caps to ensure that we achieve the no. 1 position. Luckily in most cases the actual CPC’s we end up paying for the brand terms, for the no. 1 are normally inexpensive due to lack of competitiveness and inherent relevancy.

Generic and Event keywords will not convert quite as well as the brand keywords, and are notoriously expensive due to its broad appeal, high traffic volumes and subsequent competitiveness. With the likelihood of lower conversion and higher landscape costs, compared to brand terms, our bid cap strategy would normally be less aggressive. We do however still aim to achieve positions 1-3 depending on cost.

Content or product specific keywords vary in performance with regards to conversion; this can depend on many factors, for example:

• How readily available is the product, service or information provided
• Is the product, service or information free or cheaper than competitors
• Is the brand a trusted source
• How relevant is product, service or information to the keyword

As a rule, our strategy is to bid conservatively on these keywords, garner some learning, then promote the keywords which are converting.  With the content / product specific keywords we would aim to achieve positions anywhere from 1-5 on the bid landscape.

Competitor Keywords are generally reasonably cheap; however, due to low quality score, it is often difficult to compete with the actual competitor’s PPC campaign. Therefore, our main objective with competitor keywords would be to achieve 2nd position just below the competitor in question.