Gone are the days when a dime would give you a top position for a PPC Keyword. It’s a no surprise that you cannot afford even the 10th ranking on some keyword terms and phrases. After all, prices have gone up in all sides of the marketing world and PPC Search Engines are counted on that move, plus the consideration that the number of competitors bidding for such terms is continuously growing and moving too.
The bottom line is how to bid smart on PPC Campaign? Pick affordable terms - If you cannot afford a high placement for some keywords, look for terms you can afford.
Most of the PPC Search Engines give you a list of words and phrases and how many times those words and phrases were searched. Definitely, the less-searched words are cheaper.
For example, the top ranker in a PPC search engine bids $4.50 on the phrase, "shoes." But the highest bids on the phrases, "sporty shoes" and "athlete’s shoes" are both $0.72. Paying $4.40 for a visitor is quite astonishing, but $0.72 is obviously more affordable.
Of course, if you can afford it, you will get more clicks from the top ranking on the most-searched word than if you are the top on less-searched words.
But, this is also true: you will get more traffic from even the 5th placement on less-searched words than 50th on the most-searched words.
Be Definite - On PPC search engines, you have to pay every visitor or net searcher from them. Make sure you bid on every definite phrases to get right the quality visitors. Using the above example, let's say you are an athlete shoes manufacturer. Bidding on the word, "shoes" isn't a good idea. You don't want to pay for a visitor who comes to your site looking for a pair of ballet shoes, do you? This can be avoided by bidding on a phrase like "sporty shoes."
Consider Geography – Localize your keyword terms and phrases. If you sell only “shoes” to a particular province, city or state, you must then include the name of the place in your keyword list. For instance, you’re selling shoes in Arizona; you don’t want to pay for a visitor who lives in Louisiana. A penny can make a difference The minimum bid is still just 1 cent on most PPC search engines, so do not over-look the difference that a penny can make.
For instance, if you`ve determined that your conversion rate is 1%, that means you need 100 visitors to make a sale. A slight difference in bid price will make a big difference in your profit. If you bid one cent less, you will pocket an extra $1.00 per sale. When you sell 100 products, you will make $100 more. Conversely, if you bid 1 cent more than you can afford, you will lose $100. And remember, these figures add up faster as you sell more. Also, you need to remember that the more selective your term or phrase is, the fewer visitors it will take to make those sales. That will raise your conversion rate and increase your revenue per click so that, if bidding become intense for your keywords, you can afford to raise your bid a little to keep your ranking. Finally, stay calm, and don't bid more than you can afford.
Happy smart bidding!