Adwords Editor Training Tutorials 16: Bid Changes

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Learn how to make bulk bid changes in Adwords Editor using advanced search and performance statistics.

Here are some hypothetical bid rules you could use if your CPA goal was $75.

People are not clicking the ads

Has good position, plenty of searches, nobody clicks the ad – Pause

Has good position, plenty of searches, nobody clicks the ad

Has position higher than 6 with a lot of impressions but 0 clicks - consider raising bids or pausing

Has position higher than 6 with a lot of impressions but 0 clicks

People are clicking the ads but not converting

Has had a lot of clicks and cost but doesn’t convert – Consider Pausing or Reduce Bid

Has had a lot of clicks and cost but doesn’t convert

People are Clicking and Converting but Conversion Rate is Low

Cost per conversion is high and conversion rate is low - Pause

Cost per conversion is high and conversion rate is low

People aren’t clicking the ads very much

Has low CTR, Imp. > 333, No conversions and a good Avg. Pos. – Consider pausing

Has low CTR, Imp. > 333, No conversions and a good Avg. Pos.

Has bad position – Consider raising bids or pausing

Has bad position

Keywords are TOO Costly

Cost is > $75 with no conversions – Consider Pausing or Reduce Bids

Cost is > $75 with no conversions

Converts but too costly – Reduce bids or pause

Converts but too costly

Cost Effective Keywords

Cost per conversion is $50 or less, Avg. Pos. is > 5 – Increase Bid

Cost per conversion is $50 or less, Avg. Pos. is > 5

Has Good Position already and Good Cost per Conversion – Increase Bid if possible

Has Good Position already and Good Cost per Conversion

You should modify these bid rules to fit your own goals and comfort level.

Have questions?  Leave a comment below and ask it!

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2 Responses to “Adwords Editor Training Tutorials 16: Bid Changes”

  1. Fred September 7, 2012 at 1:31 pm #

    You never recommend to delete keywords that are not converting? If ads aren't clicked pausing the keyword isn't going to impact on the account quality score?

    Thanks

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    [...] conversion tracking set up.  If that's your definition of 'Success', you will want to formulate bid rules that align with your PPC [...]

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