Advanced Google AdWords (3td Ed) by Brad Geddes

Author:Brad Geddes
Language: eng
Format: mobi, pdf
Tags: gnv64
Published: 2014-04-03T05:55:52+00:00

Figure 9.31 Enabling CPM bidding in the campaign settings

This is a good option to use if your ads are often shown below the fold. When

you use this option, you often have to increase your CPM bids to have your ads dis-

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played since Google is going to compare how often your ads are viewed and how much

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they make when your ad is viewed against other advertisers who may be willing to pay

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for the impression even if their ad is not viewed.

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With CPM bids, you will first set a bid at the ad group level. This is the default

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bid that all new placements will receive. You can adjust this bid either higher or lower

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for each placement.

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When using CPM ads, you are generally trying to raise the awareness of your

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products, services, or brand. Therefore, your ads should not contain specifics, such

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as prices. They should be memorable and easy to recall. If you want to add a call to

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action, do not make it commercial in nature. Instead, use a call to action that lets con-

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sumers know that you will teach them valuable information.

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CPC bidding gives you more control of your spending each time someone visits

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your website. If you want to examine the cost per conversion for an ad group or place-

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ment and then set a bid based on those metrics, you should use CPC or CPA bidding.

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If you are using text ads, do not use CPM bidding. In cases where you are unsure of

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which bidding type to use, start with CPC bidding, since you should have more experi-

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ence with it because that is the primary method that AdWords utilizes.

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In general, if you want to control costs, use CPC or CPA bidding. If you want

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to maximize your exposure, CPM bidding is more effective. Once you have created a

placement ad group and chosen the bidding type for the campaign where that ad group

resides, it is time to manage the bids for each of those placements.

Using Frequency Capping to Limit the Number of Times a User Sees Your Ads

There are times when you might want to limit the number of times a unique user

views your ads. If you are trying to reach the most users possible, especially if you are

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