Artificial Intelligence | News | Insights | AiThority
[bsfp-cryptocurrency style=”widget-18″ align=”marquee” columns=”6″ coins=”selected” coins-count=”6″ coins-selected=”BTC,ETH,XRP,LTC,EOS,ADA,XLM,NEO,LTC,EOS,XEM,DASH,USDT,BNB,QTUM,XVG,ONT,ZEC,STEEM” currency=”USD” title=”Cryptocurrency Widget” show_title=”0″ icon=”” scheme=”light” bs-show-desktop=”1″ bs-show-tablet=”1″ bs-show-phone=”1″ custom-css-class=”” custom-id=”” css=”.vc_custom_1523079266073{margin-bottom: 0px !important;padding-top: 0px !important;padding-bottom: 0px !important;}”]

Preparing For Bid Management? Start With the Basics

The strategy of pay per click (PPC) advertising has always been centered between creating relevant content and effective bid management.

Fluency_LogoSince the 90s, “Content is King” has been adopted as a fundamental digital advertising mantra with intentional strategies designed to support it. Agencies and businesses alike have worked tirelessly to create unique, relevant content as a means of driving more qualified traffic to their websites.

As with anything practiced over decades, oftentimes the fundamentals become easy to overlook in lieu of focusing on what’s new or next. In digital marketing, look no further than what’s happening currently in the evolution of SEO. We’ve reached the point where the art and science of SEO is at risk of being dismissed as table stakes and forgotten about entirely by some.

Read More: Privacy Law Discussions: Who’s Leading the Way?

The strategy of pay per click (PPC) advertising has always been centered between creating relevant content and effective bid management.  More recently, content has become increasingly more difficult to manage as agencies are serving a higher volume of local businesses (SMBs) who are looking to advertising dynamic inventory.

As such, more and more agencies are allowing the fundamentals of content management to go by the wayside and have become reliant on bid management. While this might seem like a minor shift in focus, the impact becomes more evident as we simplify the math.

The first step to understanding the financial consequence of over-focusing on bid management is recognizing that impressions – not cost per click – is central to Google’s monetization strategy. To make sense of how impressions drive Google’s monetization model, let’s explore the scenario below.

Read More: Can Machine Learning Solve Our Viewability Challenges?

For easy math, let’s assume Google is serving up 100 impressions for a specific search on any given day. Company A has a maximum bid of $1 and a click-through-rate (CTR) of 100%, while company B has a max bid of $2 and a CTR of 25%.  It is more profitable for Google to run Company A’s more relevant ads, even at half the bid (hence, Google’s emphasis on Quality Score):

The Math 100 Impressions

Company Max Bid CTR Revenue
A $1 100% $100
B  $2 25% $50
Related Posts
1 of 651

(Let me state the obvious: While 100% CTR and 25% CTR are completely unrealistic assumptions; 10% and 2.5% are not. The math above stays the same, but the revenue to Google rests at $10.00 and $5.00 respectively.  Google also attempts to protect their user experience by biasing these numbers with their quality scores.)

This is where digital agencies that have lost sight of the fundamentals – content management – are losing big time.  While implementing a bid management strategy in the scenario outlined above can technically ‘work’ to improve bid position, it is an expensive undertaking that results in poor performance for their clients, which can lead to higher client churn rates.

The bid management platform’s job is to find the bid amount at which it is more profitable for Google to serve Company B’s ads with the same amount of impressions.  In the case below, that may cost Company B’s clients over 4 times more than Company A’s.

The Math 100 Impressions

Company Max Bid CTR Revenue
A $1 100% $100
B  $4.01 25% $100.25

 

While technically the strategy above can result in a better placement for company B’s clients, it comes with a massive overage in cost and is ultimately a disservice to the business that will lead to higher client churn.

To this point, the idea of deploying a repeatable and highly specific Content Management strategy across a large volume of (SMB) accounts while remaining profitable has been considered unattainable by most digital agencies.

For this reason, bid management has served as the primary PPC strategy foundation for digital marketing agencies servicing a large volume of SMB customers, rather than as the final finesse tool on a foundation of unparalleled content management.

Read More: AI Beyond 2020: What Makes the Tech Tick?

As you think about your current content strategy, ask these questions to help make sure you’re on the right track:

  • Can we clearly articulate our current content strategy?
  • How do we monitor our current strategy and work to improve its effectiveness?
  • Is our current content strategy limited by the number of strategists we currently employ?
  • Are we relying on individual Strategists to make manual content changes?
  • What is the process to ensure parity between our client’s inventory and their ad copy?
  • Do we ever forego content best practices due to limited human capital?

You might find it’s time to revisit the basics, which aren’t basic at all.

133 Comments
  1. GeraldUrick says

    гибдд москвы видео. как получить мгновенный кредит webmoney. шаповалова любовь 61 год.

  2. Pretty nice post. I just stumbled upon your blog and wanted to say
    that I’ve really enjoyed browsing your blog posts. After
    all I will be subscribing to your feed and I hope you write again soon!

  3. Thanks for ones marvelous posting! I definitely
    enjoyed reading it, you’re a great author. I will always bookmark your blog and will
    often come back sometime soon. I want to encourage one to continue your great writing, have a nice evening!

  4. zakup orlip online w Wrocławiu says

    What’s Happening i am new to this, I stumbled upon this I’ve
    found It positively useful and it has helped me out loads.
    I hope to give a contribution & aid other customers like its helped me.
    Good job.

  5. Good day! Do you know if they make any plugins to safeguard
    against hackers? I’m kinda paranoid about losing everything I’ve worked hard on. Any suggestions?

  6. Expanded copper recycling says

    Copper scrap inventory tracking Copper scrap branding Metal waste shredding
    Copper cable scrap utilization, Metal scrapping depot, Copper scrap prices per pound

  7. john williams says

    Thanks for sharing the article, and more importantly, your personal experience! Mindfully using our emotions as data about our inner state and knowing when it’s better to de-escalate by taking a time out are great tools. Appreciate you reading and sharing your story, since I can certainly relate and I think others can too.

    Fresh Handmade Pickle Shop

  8. заговор для убывающего веса любовь между овен и стрелец стихия по знаку зодиака и по
    году рождения
    молитва на продажу машины автомобиля магия
    голоса аниме

  9. medicijnen beschikbaar zonder voorschrift galpharm Marseille acheter médicaments en Belgique

  10. SEO says

    The focus on local SEO in this article is highly relevant for businesses looking to capture regional markets. Your strategies for optimizing Google My Business and local citations are both practical and effective for improving local search visibility.

  11. бір нәрсе сұрағанда оқылатын дұға, дұға жасау үлгісі
    мемлекет бул мен, бурбондар әулеті француз тағына қай жылы келді ор қазақ мұғалімдер
    мектебі, азиялық училище
    жазықтағы табиғат зоналары, табиғат зоналары мен
    биіктік белдеулер ұқсастығы

  12. Профессиональный сервисный центр по ремонту бытовой техники с выездом на дом.
    Мы предлагаем: сервисные центры в москве
    Наши мастера оперативно устранят неисправности вашего устройства в сервисе или с выездом на дом!

  13. Сондай-ақ сұрады says

    Asking questions are actually good thing if you are not understanding anything totally, except this
    piece of writing gives nice understanding even.

  14. jet самокаты алматы тарифы 2023, jet самокаты цена алматы настоящее имя идеи из пацанок,
    аяри имя значение уйыктасын тыныш сабилер
    скачать, ұйықтасын тыныш сәбилер минус французский дом,
    французский дом каталог

  15. жасанды экожүйе мәлімет,
    табиғи және жасанды заттардың
    айырмашылығы порядок включения в реестр
    недобросовестных поставщиков рк, недобросовестный поставщик рк статья национальная система образования, современная система образования
    в казахстане улы жәндіктер ашық
    сабақ, жәндіктер туралы дидактикалық ойындар

  16. будущее время на казахском, прошедшее время в казахском языке әлеуметтанудағы алғашқы бағыт, әлеуметтану бұл тест жк республика астана, жк республика сат нс
    қазақ тілі әні минус скачать, кавказ қыз
    минус скачать

  17. пед оку такырыптары агылшынша, ағылшын тілінен
    баяндама тақырыптары l’occitane каталог продукции, l’occitane купить дешево отработка гранта бакалавра, отработка гранта в ип it
    маманы қанша балл жинау керек, it маманы
    жалақысы

  18. егер сіз жоғалған мысық туралы армандасаңыз, бұл нені білдіреді 4.мүктердің жақсы
    жетілген ұлпасы, өсімдіктің вегетативті
    мүшелері валдай олх, газель валдай грузоподъемность жк алтын шар застройщик,
    алтын шар жк

  19. Michaelwaree says

    paxlovid india: paxlovid price – paxlovid pharmacy

  20. молитва иоанну воину при потерянных
    и украденных вещах молитва на укрепление веры православная заговор что бы девушка думала
    приснился человек знакомый к чему таро гадание на смену
    работы

  21. Scottagori says

    Buy semaglutide https://rybelsus.tech/# rybelsus price
    rybelsus

  22. Russellgep says

    1хбет: 1xbet официальный сайт – 1xbet официальный сайт

  23. EdwardRab says

    пин ап: pin up kz – пин ап казино

  24. JamesDon says

    canl? c***** siteleri [url=https://1wintr.fun/#]en iyi c***** siteleri[/url] c***** siteleri

  25. Russellgep says

    1xbet скачать: 1хставка – 1xbet зеркало

  26. EdwardRab says

    pin up c*****: pin up – pin up azerbaycan

  27. JamesDon says

    c***** sitesi [url=https://1wintr.fun/#]c***** sitesi[/url] c***** siteleri

  28. Ernestdum says

    пинап казино: пин ап – пин ап казино

  29. EdwardRab says

    пинап зеркало: пинап зеркало – пин ап

  30. Russellgep says

    pin-up c***** giris: pin up c***** – pin up c*****

  31. Ernestdum says

    c***** siteleri: h?zl? c***** – en iyi c***** siteleri

  32. EdwardRab says

    1xbet скачать: 1xbet официальный сайт – 1xbet скачать

  33. JamesDon says

    pin up c***** [url=https://1winbrasil.win/#]pin up 306[/url] pinup az

  34. Russellgep says

    pin up c*****: pin up – pin-up c***** giris

  35. EdwardRab says

    cazino: c***** siteleri – c***** sitesi

  36. Russellgep says

    пинап зеркало: пин ап официальный сайт – пинап зеркало

  37. JamesDon says

    пин ап казино вход [url=https://1winindia.tech/#]pin up kz[/url] пин ап казино

  38. Russellgep says

    h?zl? c*****: c***** oyunlar? – slot c***** siteleri

  39. Ernestdum says

    pinup az: pin up azerbaycan – pin up azerbaycan

  40. EdwardRab says

    1xbet зеркало: 1хбет – 1хбет

  41. Davidspouh says

    https://1winci.icu/# пин ап
    пин ап

  42. Emersoncop says

    pharmacies in mexico that ship to usa [url=https://mexicanpharm1st.com/#]mexican mail order pharmacies[/url] reputable mexican pharmacies online

  43. ThomasPedal says

    mexican rx online: mexico drug stores pharmacies – buying from online mexican pharmacy

  44. RobertoUlcef says

    buying prescription drugs in mexico online: best online pharmacies in mexico – reputable mexican pharmacies online

  45. RobertoUlcef says

    online canadian pharmacy: canadian online drugstore – fast ed meds online

  46. CharlesUnurn says

    https://drugs1st.store/# ed drugs online

  47. ThomasPedal says

    cheap erectile dysfunction: buy cheap prescription drugs online – best otc ed pills

  48. RobertoUlcef says

    online shopping pharmacy india: top online pharmacy india – india pharmacy

  49. CharlesUnurn says

    http://mexicanpharm1st.com/# mexican pharmaceuticals online

  50. ThomasPedal says

    canadian pharmacy online: online ed drugs – best ed pills that work

  51. RobertoUlcef says

    indian pharmacy: Online medicine order – reputable indian online pharmacy

  52. ThomasPedal says

    indian pharmacy paypal: best india pharmacy – reputable indian pharmacies

  53. Emersoncop says

    best india pharmacy [url=https://indianpharm1st.com/#]best india pharmacy[/url] mail order pharmacy india

  54. ThomasPedal says

    mexican rx online: buying from online mexican pharmacy – mexican mail order pharmacies

  55. Jasonwaw says

    pin-up c***** giris: pin up c***** – pinup-az bid

  56. Derekmob says

    http://pinupzerkalo.fun/# pinco
    pin up zerkalo

  57. Jasonwaw says

    pinup az: pinup-az bid – pinup-az bid

  58. Harryvat says

    pinup az [url=http://pinup-az.bid/#]pin-up c***** giris[/url] pinup az

  59. Derekmob says

    https://sweetbonanzatr.pro/# sweetbonanzatrpro
    pinup bet and c*****

  60. Jasonwaw says

    пинап казино: пин ап кз – пин ап казино онлайн

  61. MichaelWaw says

    http://sweetbonanzatr.pro/# sweet bonanza oyna

  62. Jasonwaw says

    пин ап: pin up zerkalo – бонусы пин ап

  63. JefferyCet says

    Пин Ап Казахстан: пинап – Пин Ап Казино Официальный Сайт

  64. Jasonwaw says

    sweet bonanza: sweet bonanza oyna – sweet bonanza oyna

  65. Jasonwaw says

    пинап: Пин Ап Казахстан – пин ап казино онлайн

  66. MichaelWaw says

    http://pinupzerkalo.fun/# пин ап зеркало

  67. Jasonwaw says

    пин ап кз: пинап – пинап казино

  68. Jasonwaw says

    пин ап 634: пин ап кз – пин ап кз

  69. Tommymit says

    Patient Portal: Specialists – Regenerative Medicine

  70. Williamniste says

    gabapentin b*********: licensed gabapentin – buy gabapentin

  71. Roberthoose says

    good price: stromectol online – good price

  72. Tommymit says

    stromectol b*********: stromectol b********* – stromectol online

  73. RussellatolA says
  74. Tommymit says

    Regenerative Medicine: semaglutide online – Patient Portal

  75. Brandonder says

    india pharmacy: indian pharmacy purchase online – reputable indian online pharmacy

  76. JorgeStide says

    online pharmacy india: indian pharmacy purchase online – buy medicines online in india

  77. Williamcremy says

    herbal remedies for ed http://indianpharm24.pro/# buy medicines online in india

  78. JorgeStide says

    п»їbest mexican online pharmacies: mexico pharmacy – best online pharmacies in mexico

  79. Devonflobe says

    https://mexicanpharm24.cheap/# mexico pharmacies prescription drugs
    dog antibiotics without vet prescription

  80. Williamcremy says

    top ed drugs http://mexicanpharm24.cheap/# mexico pharmacies prescription drugs

  81. JorgeStide says

    cheapest online pharmacy india: Best Indian pharmacy – india pharmacy

  82. Williamcremy says

    best drugs for erectile dysfunction https://indianpharm24.pro/# buy medicines online in india

  83. JorgeStide says

    top 10 pharmacies in india: indian pharmacy purchase online – buy medicines online in india

  84. Devonflobe says

    https://indianpharm24.pro/# india online pharmacy
    male ed pills

  85. Williamcremy says

    ed devices https://mexicanpharm24.cheap/# reputable mexican pharmacies online

  86. ClydeNor says

    ultrabet guncel: ultrabet giris – ultrabet giris

  87. Carrolldug says

    deneme bonusu veren siteler denemebonusu2026.com https://denemebonusuverensiteler.top/# deneme bonusu veren siteler betturkey betturkey.com

  88. LarryLen says

    slot tr online [url=https://slot-tr.online/#]slot siteleri[/url] en kazancl? slot oyunlar?

  89. ClydeNor says

    ultrabet guncel: ultrabet tr online – ultrabet tr online

  90. DerekNer says

    deneme bonusu veren siteler betturkey betturkey.com: deneme bonusu veren siteler betturkey betturkey.com – deneme bonusu veren siteler mycbet.com

  91. DerekNer says

    Deneme Bonusu Veren Siteler: C***** Siteleri – c***** siteleri win

  92. DerekNer says

    Canl? C***** Siteleri: c***** siteleri win – c***** siteleri win

  93. ClydeNor says

    C***** Siteleri: C***** Siteleri – Deneme Bonusu Veren Siteler

  94. DerekNer says

    denemebonusuverensiteler.top: deneme bonusu veren siteler mycbet.com – denemebonusuverensiteler.top

  95. DerekNer says

    ultrabet guncel: ultrabet yeni giris 1125 – ultrabet giris

  96. Carrolldug says

    deneme bonusu veren siteler mycbet.com https://ultrabet-tr.online/# ultrabet bonus

  97. RobertPauby says

    http://erepharm.com/# erepharm.com

  98. Dennishox says

    buy kamagra oral jelly Kam Pharm: Kamagra Kam Pharm – Kam Pharm

  99. LloydGes says

    https://gabapharm.com/# GabaPharm Gabapentin

  100. Dennishox says

    ere pharm: best ed pill ere pharm – buy ed pills

  101. Dennishox says

    buy lasix fur pharm: furpharm – furosemide furpharm.com

  102. CurtisCough says

    rybpharm cheap semaglutide [url=http://rybpharm.com/#]buy rybelsus canada[/url] buy rybelsus

  103. Dennishox says

    best ed pills online: erepharm.com – erepharm.com

  104. LloydGes says

    https://erepharm.com/# ED meds online with insurance

  105. Dennishox says

    ED pills non prescription: erepharm.com – ed pills

  106. RobertVag says

    ed pills: ED meds online – erepharm pills

  107. Dennishox says

    GabaPharm Gabapentin: buy gabapentin india – gabapentin

  108. RobertVag says

    gabapentin GabaPharm: buy gabapentin online – gabapentin GabaPharm

  109. Larrylef says

    remedies for ed: canadiandrugsgate.com – drug prices

  110. Larrylef says

    best ed pills non prescription: canadian drugs gate – otc ed pills

  111. Glennblope says

    cheapest online pharmacy india [url=https://indianpharmacyeasy.com/#]Indian pharmacy to USA[/url] indianpharmacy com

  112. ескен елубаев тақырып, ескен елубаев жау жаңбыр екі элемент химиялық
    жолмен біріккенде, эквиваленттік фактор армандар орындалады перевод, армандар
    орындалады райм химиялық элементтердің
    табиғи топтары, химиялық элементтердің табиғи топтары ашық сабақ

  113. Bradleydat says

    http://indianpharmacyeasy.com/# п»їlegitimate online pharmacies india

  114. Bradleydat says

    http://indianpharmacyeasy.com/# online pharmacy india

  115. Glennblope says

    best ed supplements [url=http://canadiandrugsgate.com/#]Canadian pharmacy online[/url] prescription drugs

  116. Glennblope says

    prescription drugs online without doctor [url=http://canadiandrugsgate.com/#]Canadian pharmacy online[/url] online canadian drugstore

  117. JefferyImick says

    medication from mexico pharmacy: mexicanpharmgate.com – mexican drugstore online

  118. Shaunarota says

    discount prescription drugs https://canadiandrugsgate.com/# v***** without a doctor prescription
    cheap drugs

  119. Bradleydat says

    amoxicillin 500 mg where to buy [url=http://amoxilcompharm.com/#]Amoxicillin buy online[/url] 875 mg amoxicillin cost

  120. Stevenzef says

    amoxil pharmacy: amoxicillin 500mg pill – where can i get amoxicillin 500 mg

  121. DanielTon says

    amoxicillin 500mg https://amoxilcompharm.com/# amoxicillin 875 mg tablet

  122. Derekdrino says

    cheap prednisone 20 mg: ray pharm – non prescription prednisone 20mg

  123. Brandenbed says

    max pharm: priligy – dapoxetine price

  124. Bradleydat says

    prednisone 10 mg tablet cost [url=https://prednisoneraypharm.com/#]raypharm[/url] how to buy prednisone

  125. Stevenzef says

    where can i buy amoxicillin without prec: com pharm – amoxicillin 500 mg for sale

  126. Brandenbed says

    can you get clomid without a prescription: buy clomid – where to buy generic clomid tablets

  127. DanielTon says

    can we buy amoxcillin 500mg on ebay without prescription http://amoxilcompharm.com/# amoxicillin over counter

  128. Stevenzef says

    can i buy amoxicillin over the counter: Amoxicillin buy online – amoxicillin 200 mg tablet

  129. Brandenbed says

    amoxicillin 500mg prescription: Amoxicillin for sale – amoxicillin online purchase

  130. Derekdrino says

    amoxicillin canada price: Amoxicillin for sale – generic amoxicillin cost

  131. Brandenbed says

    priligy max pharm: priligy – priligy maxpharm

  132. Brandenbed says

    generic over the counter prednisone: generic Prednisone – prednisone online

  133. Derekdrino says

    prednisone medicine: ray pharm – prednisone 40 mg rx

Leave A Reply

Your email address will not be published.