Content Bids- Love ‘em or Leave ‘em?
When you think content bids do the words garbage, junk, and worthless leads come to mind? Well my friend, I am here to persuade you the other way…at least when it comes to using Google’s content bid. Well, unless you have money to throw away then go ahead and crank up your Yahoo bid and see how much money you can lose in one day!
I’ve recently found that Google’s content bids, on terms that have longer tails or on terms that aren’t really getting that many impressions, convert really well. What I would suggest is starting off slow. Only do one ad campaign that you are having trouble with and adjust the content bid to something similar to what you have your search bid set to and see what happens. This should increase the amount of impressions you get and if it’s similar to whats going on with my accounts, it magically converts better than on search.
If at first you don’t succeed…try, try again! I feel like with everything having to do with PPC you have to constantly watch over your accounts and if the content bid doesn’t work on one ad campaign, it doesn’t mean it won’t work with another. That’s what’s going on with our campaigns at least; some terms convert like crazy on content and some terms are just not meant to be searched on the internet. It’s a lot of guess and check in the PPC world, but isn’t that what makes it fun?
I think many of you are skeptical of using content bids—and rightfully so…burn me once- shame on you, burn me twice- shame on me…but it is something that you may want to look into. I’m a believer!
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