If you’re not bid testing as part of your regular paid-search maintenance, you’re giving your competitors the upper hand.
Bid testing has a reputation for being a risky activity where one can spend a whole lot of money and, in the end, learn little of value. High-risk bid testing certainly exists and many digital advertisers have been burned by the practice in the past, but, when done correctly, bid testing will deliver relevant and actionable insights without breaking paid-search bank.
OptiMine’s Jason Mulvey recently authored a white paper that compares the three primary methods of bid testing, their risks and rewards. Position-based, current bid-based and value-based are three very different approaches to what is a necessary part of paid-search maintenance.
Reading “Bid Testing Best Practices” will give you what you need to assess your own bid testing program and help you understand how it impacts the performance of your paid-search campaigns.