Understanding Bid Gaps For PPC Campaign

Managing your bids in a Pay Per Click advertisement is often a never ending process. You cannot set your bids against keywords once and wait to see your advertisement rank the best. Understanding some tricks while bidding for a keyword in a PPC will make your position strong and this is what we will discuss in this article.

Bid gap is a part of bid management process and defined as the gap created by advertisers between two bids. As you know the top most slots will be the costliest and as you go down the ranking cost will decrease. As an advertiser you should be looking for bid gaps between advertisement rankings. Bid gaps can usually be found in the top ranking slots. A bid gap gives you an opportunity to bid and get a new but less expensive value for the keywords.

As and when the advertisement starts running, you can start adjusting your bids to higher or lower values. For example if you were able to get the top rank for your advertisement for your keyword bid, it is time to slightly experiment reducing the bid and checking your rank regularly for any drastic change. But it is another matter that rank number one isn’t most often the greatest spot.

In your objective to reach this spot you would have unnecessarily spent a huge amount of keyword bid. Web searchers usually look at rank number two or three or four in the same way as rank number one. What you need to make sure that your advertisement is displayed prominently and that it has eye catchy lines to attract the users.

Also constantly check for your keyword performance report. For those keywords which managed to get you a positive click, it is time to change the bid value to a slightly lower amount. Once done, check the keyword performance again. Chances are the performances will remain stable.

For keywords which are generating impressions but no clicks, it is time to rewrite the advertisement. And finally for keywords which are generating clicks but are not getting converted to leads it is time to edit your landing page.

And finally but the most important point before checking the bid gap is to identify the maximum cost you would like to pay to the search engine for every single click. This is called the maximum cost per click. There are many ways by which you can fix the maximum CPC for your advertisement.

For example you can take the best few bids in the search engine and get an average. Use this average as your maximum value for your clicks. Or you can base your maximum CPC on your advertisement budget.