Bid testing is critical to paid-search success and Rob Cooley, OptiMine CTO, makes the case for a robust testing program in the Fall 2012 issue of Search Marketing Standard. In addition to the reasons you should have an ongoing bid testing program, “Bid Testing and Budgets” compares the three most common methods – current bid, position-based and value based – and explains why value based is the best for driving increased financial returns and generating data you can use to make your programs stronger.
This is the fifth and final excerpt from “Bid Testing Best Practices”, a white paper from OptiMine Software. In this post, Jason looks at two specific applications of value-based bid testing using the same data. You can read earlier excerpts about position-based bid testing and current bid-based bid testing, or visit optimine.com to download the whitepaper.
The following is the fourth in a series of excerpts from “Bid Testing Best Practices”, a white paper from OptiMine. In it author Jason Mulvey explores the three primary methods for conducting bid testing in paid search. In earlier posts we covered position-based bid testing and current bid-based bid testing. In this post, Jason looks at value-based bid testing and how it differs from its two cousins. Visit optimine.com to download the whitepaper.
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.