High-revenue search engine advertising thanks to bid management

Stefano Viani

Management

20 Feb 2018 Digital Marketing SEA

According to Statista, sales generated with the help of search engine advertising (SEA) are expected to continue to rise in 2021. However, for many companies that have painstakingly familiarised themselves with Google AdWords, it is becoming increasingly difficult to optimise bidding strategies and the desired success with SEA unfortunately often fails to materialise. The more extensive the advertising campaigns become, the more frequently the use of the complex bidding system and the time-consuming optimisation of ad budgets push even the most motivated online marketers to their limits - the corresponding click and sales figures are then usually lacking. Bid management tools help advertisers to create and adapt bid strategies - thanks to smart algorithms and artificial learning mechanisms, 20 to 60 per cent more ad clicks can be achieved.

But how does bid management work and what do advertisers need to pay attention to in order to maximise their income from search engine advertising?

High click prices but little revenue? Optimise bid strategies with bid management

Search engine advertising works according to the pay-per-click principle, according to which the prices for ad clicks are determined by a bidding system. Depending on certain criteria, bids can be placed for specific search terms, which vary in price depending on demand. Advertisers try to optimise their bids for certain keywords in order to meet various targets such as net profit. The higher the number of keywords, the more difficult it is to optimise bids for search engine campaigns. If manual bidding strategies fail and the costs for individual clicks are too high, bid management tools can help to find optimal bids based on automatic analyses.

With bid management, advertisers can optimise their bidding strategies and thus increase the success of their advertisements, as the best bid in terms of time is continuously determined and adjusted for each search term. Algorithm-based software calculates the best time to place a set bid for a specific keyword. This ensures better performance, more sales and less effort than when bids are determined manually. In contrast to Google's integrated conversion optimisation tool, a rule-based system, powerful bid management tools are controlled by algorithms and can therefore search for the best bid combination on a daily basis - because the framework conditions for bids are constantly changing and depend on many different variables.

Adspert is a bid management software that is suitable for advertisers of any industry and company size to optimise AdWords, Yandex and Bing Ads campaigns fully automatically. Not only is the drastic increase in performance compared to manually set up search engine advertising impressive, but also the intuitive operation and quick setup: once the desired targets have been set, Adspert analyses all the necessary decisions and always selects the best possible bid.

The recipe for successful search engine advertising

Bid management tools make the day-to-day work of campaign optimisation easier for advertisers, but they cannot replace an experienced SEA manager: Optimal search engine advertising always requires a specialist who can interpret data and recognise correlations. In addition, there are many other tasks that make up successful advertising in search engines and cannot be covered by bid management tools. In order for bid management to achieve impressive results, a solid campaign and keyword strategy should already be in place. This is why Blackbit uses the entire range of its own SEA services to place profitable advertising for our customers: from attractively formulated ad texts and appealingly designed banners to target group-optimised campaigns. Our SEA specialists continuously monitor and analyse the performance of the advertising measures in order to make appropriate adjustments or recommendations. We have been successfully using Adspert for our clients for several years and can achieve maximum advertising success at very low additional cost.

Bid management helps advertisers to control their search engine campaigns so that bids are optimised for the desired keywords. In this way, users who are ready to buy can be addressed more directly and advertising costs can be kept within defined target figures. Companies that rely on comprehensive support from experienced SEA managers and combine this with the use of bid management tools such as Adspert can profitably maximise the returns from their search engine advertising.

Interesse an einer Beratung durch unsere SEA-Experten? Schreiben Sie uns eine  E-Mail!

About the Author

As Executive Director of Blackbit digital Commerce GmbH, Stefano Viani manages all areas of the agency in the offices in Göttingen, Hamburg, Berlin and Kiev. His passion is the development of marketing strategies and their implementation in concrete measures.

In his free time, Stefano is passionate about riding his motorbike or working out in the gym.