Tag Archives: Bidding

Publishers Clearing House attributes 26 percent revenue lift to header bidding

One of the largest users of people-based marketing, PCH first launched header bidding with the OpenX ad exchange this past summer. Barry Levine on February 14, 2017   Publishers Clearing House (PCH) is best known among the general public for its free-to-play, chance-to-win promotional sweepstakes. Among marketers, it’s also known as the holder of one … Continue reading Publishers Clearing House attributes 26 percent revenue lift to header bidding

LinkedIn Ads: CPC vs. CPM bidding — Stop saying, ‘It depends on your goals’

Contributor AJ Wilcox bucks the conventional wisdom and outlines a process for maximizing ROI for your LinkedIn Ads. AJ Wilcox on December 29, 2016  While consulting with companies on their LinkedIn advertising initiatives, I routinely get asked, “How should I bid? CPM or CPC?” I very quickly noticed that my response is very different from … Continue reading LinkedIn Ads: CPC vs. CPM bidding — Stop saying, ‘It depends on your goals’

Budgeting and Bidding Strategies for Paid Search During the Holidays

Elizabeth Marsten — November 24, 2016 — November 24, 2016 The holidays are nearly here, and PPC marketers are already in overdrive. As a rule of thumb, the holiday season means more impressions, more click-throughs and (hopefully!) higher conversion rates. However, there might be some paid search marketers out there who’re procrastinating and will dive … Continue reading Budgeting and Bidding Strategies for Paid Search During the Holidays

Coaxing smarter paid search bidding decisions out of sparse conversion data

Columnist Mark Ballard explains how we can use statistics to supplement our conversion data and intuition when deciding on keyword-level bids in AdWords. Mark Ballard on November 14, 2016   Paid search is an industry that’s grounded in data and statistics, but one that requires practitioners who can exercise a healthy dose of common sense … Continue reading Coaxing smarter paid search bidding decisions out of sparse conversion data

Are you still bidding like it’s 2007?

Why conventional bidding methods leave money on the table. Generating keywords that effectively identify search engine users as likely prospects for a successful campaign is a deeply intuitive process. And with large campaigns incorporating thousands or even millions of keywords, managing keywords can be a full-time preoccupation. For all the sophistication that search engine marketing … Continue reading Are you still bidding like it’s 2007?

Bidding on the competition: Is it really worth it?

Bidding on your competitors’ brand terms could yield positive results, but columnist Jacob Baadsgaard warns that it might cause problems in the long run. Jacob Baadsgaard on September 16, 2016  These days, bidding on your competitors’ branded terms has become a common practice for paid search advertisers. To be honest, the logic behind this trend seems … Continue reading Bidding on the competition: Is it really worth it?