Page 11 - index
P. 11
RESEARCH, ANALYSIS & TRENDS
Ultimately, a viable bid strategy 6. Cyclic adjustments
always depends on whether the
business model has chosen the In addition to seasonal variations,
appropriate KPIs and the bidding cyclical changes occur in the RPC
solution must be able to merge or in the conversion rate which
these very different KPIs in the bid have nothing to do with the season.
calculation. Thus, the performance varies, de-
pending on the day of the week or
5. Seasonal adjustments the time of day. A typical example
is the rise of mobile conversion rate
Temporary power fluctuations, such in the afternoon and evening, when Experienced search advertisers
as increasing revenue per click the users of mobile devices are
(RPC) or a decrease in the conver- surfing the web on their way home, also take into account aspects such
as the conversion latency, different
sion rate, are not uncommon. The or a decline in desktop RPCs on
cause are seasonal influences, weekends. conversion types, or the prediction
of performance on the basis of
such as e.g. the Christmas shop-
ping season. Promising bidding To capture these cyclical fluctua- "what if" scenarios.
strategies must, therefore, take into tions, SEA managers must analyze
account this aspect of seasonality campaign performance over sever- For those particular strategic ap-
and SEA managers must continu- al weeks, identify daily changes of proaches, advanced bidding tools
ously analyze the performance of RPCs or the conversion rate, and are required and every business
the previous year and adjust bids analyze the daily performance on model and every industry needs its
accordingly. an hourly basis. own strategies.
Schedules with phases, in which By taking into account these trends, Thus, last but not least, SEA man-
the bids will be automatically in- search engine experts can develop agers need bidding solutions with
creased by a certain percentage, an individual strategy for each and maximum flexibility to achieve their
enable search engine experts to every specific campaign for a par- ambitious goals: to maximize reve-
optimize campaigns for their fluctu- ticular part of the day, where key- nue in an increasingly competitive
ating RPC or conversion rates pro- word bids rise and fall on a daily or market environment. ◊
actively. In the season for certain hourly basis. For such sophisticat-
products, it is important to bid more ed bid scenarios, powerful automat- By Daniela La Marca
aggressively on appropriate ads ed bidding solutions are particularly
and react reserved off-season. A necessary.
bidding strategy that isn’t geared to
the season, leads to loss of signifi- These six basic requirements are
cant revenue opportunities, allow- only the groundwork for successful
ing competitors to make the money SEA strategies.
instead.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Ultimately, a viable bid strategy 6. Cyclic adjustments
always depends on whether the
business model has chosen the In addition to seasonal variations,
appropriate KPIs and the bidding cyclical changes occur in the RPC
solution must be able to merge or in the conversion rate which
these very different KPIs in the bid have nothing to do with the season.
calculation. Thus, the performance varies, de-
pending on the day of the week or
5. Seasonal adjustments the time of day. A typical example
is the rise of mobile conversion rate
Temporary power fluctuations, such in the afternoon and evening, when Experienced search advertisers
as increasing revenue per click the users of mobile devices are
(RPC) or a decrease in the conver- surfing the web on their way home, also take into account aspects such
as the conversion latency, different
sion rate, are not uncommon. The or a decline in desktop RPCs on
cause are seasonal influences, weekends. conversion types, or the prediction
of performance on the basis of
such as e.g. the Christmas shop-
ping season. Promising bidding To capture these cyclical fluctua- "what if" scenarios.
strategies must, therefore, take into tions, SEA managers must analyze
account this aspect of seasonality campaign performance over sever- For those particular strategic ap-
and SEA managers must continu- al weeks, identify daily changes of proaches, advanced bidding tools
ously analyze the performance of RPCs or the conversion rate, and are required and every business
the previous year and adjust bids analyze the daily performance on model and every industry needs its
accordingly. an hourly basis. own strategies.
Schedules with phases, in which By taking into account these trends, Thus, last but not least, SEA man-
the bids will be automatically in- search engine experts can develop agers need bidding solutions with
creased by a certain percentage, an individual strategy for each and maximum flexibility to achieve their
enable search engine experts to every specific campaign for a par- ambitious goals: to maximize reve-
optimize campaigns for their fluctu- ticular part of the day, where key- nue in an increasingly competitive
ating RPC or conversion rates pro- word bids rise and fall on a daily or market environment. ◊
actively. In the season for certain hourly basis. For such sophisticat-
products, it is important to bid more ed bid scenarios, powerful automat- By Daniela La Marca
aggressively on appropriate ads ed bidding solutions are particularly
and react reserved off-season. A necessary.
bidding strategy that isn’t geared to
the season, leads to loss of signifi- These six basic requirements are
cant revenue opportunities, allow- only the groundwork for successful
ing competitors to make the money SEA strategies.
instead.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
