High-Frequency Bidding Explained
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Transcript of High-Frequency Bidding Explained
High-Frequency Bidding Explained
Why paid search advertisers are using a new approach to increase return on campaign investment
Advertisers buy search clicks
Search clicks and behavior vary throughout the day
Shopping searches increase in the early evening
Online dating searches heat up after dinner Travel searches
spike around lunch time
In the high-stakes world of paid search, advertisers need a solution that can frequently determine the times of day to increase/decrease bids based on volume and ROI
Searches are more likely to convert at different times throughout the day
It starts with bidding on a keyword
Keyword “laptop” in 24 hour day
$0.25 bid
5am 5am 5am 5am 5am6am 8am 9am 10am
11am 5am 5am 5am 5am12pm 1pm 2pm 2:30p
3pm 5am 5am 5am 5am3:40p 4pm 5pm 5:15p
5:20p 5am 5am 5am 5am6pm 9pm 10pm 11pm
Most advertisers set a max bid price based on a once a day average bid.
However, the optimum bid varies based on the real-time marketplace and your competition
Conversion rate is low, lower bid is ok
ROI goal will be met if higher bid is placed
Keyword “laptop” in 24 hour day
$0.25 bid
$0.10 5am 5am 5am 5am$0.10 $0.05 $0.06 $0.15
$0.20 5am 5am 5am 5am$0.21 $0.18 $0.15 $0.19
$0.05 5am 5am 5am 5am$0.10 $0.25 $0.20 $0.26
$0.30 5am 5am 5am 5am$0.49 $0.35 $0.30 $1.25
High-Frequency bidding changes the game
Keyword “laptop” in 24 hour day
$5 CPA Goal
$0.10 5am 5am 5am 5am$0.10 $0.05 $0.06 $0.15
$0.20 5am 5am 5am 5am$0.21 $0.18 $0.15 $0.19
$0.05 5am 5am 5am 5am$0.10 $0.25 $0.20 $0.26
$0.30 5am 5am 5am 5am$0.49 $0.35 $0.30 $1.25
Based on your business goals
Real-time data modeling determines the optimum price to pay at specific times throughout the day
In the high-stakes world of paid search, you need to adjust frequently and iterate aggressively
Once-A-Day Bidding vs. High-Frequency Bidding
High Frequency Bidding● Adjust bids to market changes
throughout the day● Frequent testing● Aggressive iteration
Old WayPay the average
$0.25 bid
$0.25 5am 5am 5am 5am$0.25 $0.25 $0.25
$0.25 5am 5am 5am 5am$0.25 $0.25 $0.25 $0.25
$0.25 5am 5am 5am 5am$0.25 $0.25 $0.25 $0.25
$0.25 5am 5am 5am 5am$0.25 $0.25 $0.25 $0.25
$0.25
$5 CPA Goal
$0.10 5am 5am 5am 5am$0.10 $0.05 $0.06 $0.15
$0.20 5am 5am 5am 5am$0.21 $0.18 $0.15 $0.19
$0.05 5am 5am 5am 5am$0.10 $0.25 $0.20 $0.26
$0.30 5am 5am 5am 5am$0.49 $0.35 $0.30 $1.25
High-Frequency Bidding delivers 20%+ average uplift
Revenue After Search Costs Search Costs
See the difference
What can High-Frequency Bidding do for your paid search campaign performance?
Contact us at [email protected]
To calculate the difference out, visit http://campanja.com/savings-calculator/