Nothing is more discouraging than having your best terms hijacked by rivals.
The holiday is especially vulnerable to this, as brands scramble to own market share.
This month’s question hits particularly difficult entering into the holiday season. Rakesh from Virudhunagar asks:
“I have a concern concerning the very same keyword the larger brand names and I utilize. As a Merchandise business, I use a generic keyword “Gift for her/him.” As the holidays are coming, I can see that the CPC is increasing (Target ROAS– BS) for these keywords.
On the Auction insights, it’s not my competitors outbidding me, however it’s Etsy and Amazon. My CPC increased by 200%– WoW. What is the best way to handle this? Handbook Bidding? or any other bidding technique would work?”
We’ll be tackling this from a Google Ads standpoint, however, much of these strategies are applicable to Microsoft Ads also.
Pointer 1: Usage Keyword Variations
The most straightforward way to bypass expensive auctions is to use different keywords.
Misspellings and synonyms will provide you access to the very same search terms. If huge brands are driving up the auction costs for the most common variations, consider opting for the less typical ones.
For example, if the pricey term was “gift got her/him,” you might think about the following:
- Presents for her/him.
- Presents for her/him.
- Gifting for her/him.
- Present for her/him.
- Gifts for him/her.
Test one at a time on the match type you had the original keyword on.
While you’re testing, pause the original keyword.
By pausing it, you’ll be able to retain your information and go back to it if the brand-new variation does not work.
Idea 2: Change Your Bidding Strategy
Automated and clever bidding have great deals of advantages.
That said, it’s very simple for cost per clicks (CPCs) to increase based upon the bidding goal.
Conversion-based bidding techniques are the most prone to spikes since conversions have a great deal of weight.
Utilizing a bidding technique that caps your bid is the most simple way to guarantee your budget will not go out of control.
That stated, if your bid cap is too low, you might eliminate volume.
So long as your quote cap is 10% or less than your daily budget plan, you should have the ability to get enough clicks in your day to cause sales (supplied that your bid-to-budget ratios are lined up with your market).
Tip 3: Use Audience Exclusions/Targets
Audiences are typically neglected in the auction cost discussion.
While it’s true audiences are developed into clever bidding, they can be utilized to omit or solely target as well.
Think about using native audiences like in-market and affinity to exclude folks who will not be a great fit for your products/services.
You can likewise utilize first-party audiences, like customer match and website visitors, to focus your spending plan towards warm potential customers or save on folks already acquainted with you.
Big brand names will constantly be a variable in auction prices.
However, you don’t need to get sucked into a bidding war.
Pursuing more affordable variations, finagling bidding, and using audiences to focus the budget will assist open up more affordable auctions to improve return on investment (ROI).
Have a concern about PPC? Send through this type or tweet me @navahf with the #AskPPC hashtag. See you next month!
Featured Image: Paulo Bobita/Best SMM Panel