Setting bids is perhaps the most important and most difficult part of paid search advertising. In the good old days bidding was easy. These days you must consider things such as Quality Score, latent orders, and lifetime customer value that greatly complicates the process of setting bids to maximize profit. Nate Sandford introduces you to bidding strategies, provides the right questions to ask of any bid management software company, and explains how your Quality Score may be costing you money in the July paid search workshop.

Paid Search Workshop: July 8, 2009

Length: 57 min.

You will learn:

• What Google and Yahoo are doing about click fraud
• How Google is making it easier to integrate analytics data with AdWords
• How Microsoft's Bing is performing for advertisers
• Why you should consider lifetime value and latent orders when setting bids
• Why bid management software is no panacea
• When to consider using a bid management solution and why you may want to consider Google's built-in bid management tool
• How to change your bids based on the time of day
• How to set bids for ads on the content network
• Why you should never mix content and search campaigns
• How Quality Score affects bidding
• How to determine if your account quality score is negatively affecting your bids

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