What you can’t see is that the script has also automatically averaged

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Our next tool is designed to give you this control. It works by analyzing the most recent data from within the AdWords auction in order to automatically modify bids according to your target position. It can be segmented by time, but also by device, so if you want a particular keyword to appear in the top position at 12 pm on mobile, this tool will allow you to achieve that. It’s useful for any PPC campaign, but one particularly good example comes from work we did for a client in the charity sector. Their search advertising often needed to be reactive to world events, such as international crises, which made it crucial to develop a bidding strategy that could anticipate changes in search behavior.

When a particular crisis did indeed emerge, our real-time bidding tool allowed us to Benin WhatsApp Number automatically adjust all bids to target certain positions within the auction and thereby maintain visibility at all times. We knew that by end of the day, 90% of those who were planning to bid would be active. This competition could have resulted in our position slipping, but our tool allowed us to specify target positions for individual keywords. This approach helped us to achieve a ROAS of 3.2, whilst greatly exceeding the target number of conversions of the client. Follow this link to download the script, and get further guidance on how to use it. Heat Maps So far I have shown you tools that enable more flexible bidding.





However, these tools are only valuable if you know what the optimal bidding strategy actually is. Before anything else, you need to analyze audience data from within your accounts, in order to understand how user behavior changes according to the variables that influence any search. Our next script functions by generating heat maps, which are a visual representation of search behavior, segmented by time and device. It looks something like this: adwords bidding heat maps In this example, you can quickly understand click-through rate at different hours of each day. The AdWords metric can be adjusted accordingly, and maps can also be segmented by device. out the data (we recommend at least six weeks of account activity before using it), which allows you to see trends more easily.