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How Does Adaptive Bidding Work in a PPC Campaign?

In your quest to increase web traffic and funnel potential clients to your site, you might have thought about deploying PPC advertising. Whether you are a pay-per-click veteran or are preparing to use this strategy for the first time, you may have heard the phrase “adaptive bidding.”

However, you might not be quite sure what adaptive bidding is or why it is so important to the success of your PPC campaigns. In this article, we’ll discuss the key tenets of adaptive bidding and why it is an important staple of PPC campaigns.

What is Adaptive Bidding?

PPC campaigns are a means to boost internet traffic to a website or landing page. Instead of waiting around for organic visits, you pay a small fee every time one of your ads is clicked on. While paying for some extra advertising sounds well and good, it is important that these ads are perfectly placed to deliver the best results.

That’s where adaptive bidding comes into play. When you’re setting up your campaign, you will have the ability to choose a specific performance metric goal. You will also need to select the conversions that are most important to your business.

Advanced algorithms within search engines will use these criteria to set bids on the fly. The goal is to target your ads to the right customers so that you can ultimately maximize your exposure to clients that are most likely searching for your products and services.

What Adaptive Options Are There?

There are several different adaptive options available for your PPC campaign, depending on which search engine you use. 

For instance, Microsoft advertising allows you to modify product group options. Put simply, a product group is a set of inventory items that you get to define. All products in the group use the same bid.

Google’s Search Ads 360 platform is one of the most popular options when it comes to adaptive bidding PPC campaigns. That is because you can customize a number of aspects of the campaign, including:

  • Location targets
  • Remarketing targets
  • Product groups

Remarketing targeting focuses on putting your ads in front of people that have interacted with your content in the past. By setting custom goals, you will be able to strategically place these ads before these audiences as they browse the web.

Location targeting displays your ads in particular geographical locations. This option is especially useful for local or regional businesses. You can cut down on wasted resources by only paying for clicks that have a high chance of converting.

How Does Adaptive Bidding Work in My Favor?

Adaptive bidding allows you to set custom goals for your PPC campaign. Once you have selected your desired type of targeting, the search engine’s algorithm can use this criteria to connect consumers with your ads.

Generally, an adaptive PPC campaign is analyzed every 6 hours. New bids are set at these increments based on a variety of factors. This means that your content can be more effectively delivered without costing you a fortune.

Creating the perfect adaptive bidding PPC campaign can be an extensive process. It will take some trial and error to develop an effective campaign. Fortunately, there is a better way.

If you want to create the perfect adaptive bidding PPC campaign, Net Profit Marketing can help! Our experts are known for designing engaging websites and high-performing marketing plans. Contact us today to learn more about our services.

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