Ad Positions, Performance, Cost Control
Rank-based bidding lets you control the level of visibility across all keywords in a campaign or select different visibility goal per keyword or Ad Group.
- Objective - Maintain visibility, optimize performance and establish brand.
- How It Works - ClickSweeper automatically and daily rebids to achieve a target position after a keyword search. The ‘Max Bid’ setting can be implemented to cap the bidding at an appropriate point, eliminating unwanted high-priced bids.
- Features - Rank selection can be 1.0, 1.2, 1.5, 1.7, 2.0, 2.3, 2.5, 2.8, 3.0, 3.5, 4, 5, 6 and 1st Page. Each keyword can define a different target rank and max bid. Rank goal can also be set dynamically by keyword quality or performance such as quality score, CTR, conversion count, and cost per conversion.
ClickSweeper offers a switch to opt out the use of first page estimate bid. This is useful for advertisers whose first page estimate on many core keywords are high due to fierce competition. With this option, marketers can still target for high position in the first page while keyword bid is lower than 1st page estimate. .
The client is the world’s largest seller of escorted tour.
PPC challenge: The client wants to manage rank goal per keyword while containing click cost with max bid.
Bidding Strategy: Rank driven bidding with rank goal and max bid at keyword level
Results: SEM marketer tracked and updated bid price by keyword manually to manage keyword ad position before using ClickSweeper. With ClickSweeper, the marketer was able to configure rank goals by keywords along with keyword max bid. After initial setup, he was able to validate whether keyword meets target rank and keyword max bid while reviewing keyword performance from one screen.