AdWords
5.3K members online now
5.3K members online now
Use AdWords conversion tracking and reporting to measure your results. Have a question about Google Analytics? Post it here, on the Google Analytics Community!
Guide Me
star_border
Reply

Conversions using Manual CPC

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

If I am looking to drive conversions using a manual CPC bidding, which factor should be most important when keyword bids are decided? The cost of the bid, profit derived from a paid click, or the quality score of the keyword?

2 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author mnkelly
September 2015

Re: Conversions using Manual CPC

[ Edited ]
Participant ✭ ✭ ✭
# 4
Participant ✭ ✭ ✭

Hi

As Pete suggests: the most important is your profit or ROI per keyword.

Do bid higher than you can afford. Don´t bid too low, so that you miss opportunitie

[EDIT: this link is much better]

 

http://certifiedknowledge.org/blog/profit-by-impression-the-real-metric-in-ppc-testing/

View solution in original post

Re: Conversions using Manual CPC

Top Contributor
# 2
Top Contributor

Hi mnkelly,

 

Short answer: Yes, all of these.

 

Longer answer: Never bid more for a click than you are willing to spend. In this respect, the ROI for the keyword is the most important.

 

The QS affects your ad rank, and thereby the actual CPC. When you have a keyword with low QS that converts well, you end up paying more for that click. A better QS and lower CPC can make that keyword more profitable for you. In this respect, the QS is more important.

 

The actual cost of the bid determines, in part, the ROI for that keyword. Sometimes you will get a low initial QS for a keyword that converts well. In this case, you will want to bid a bit more for that keyword to move its position closer to the top or to the top in an effort to improve CTR. That improved CTR leads to a better QS and lower actual CPC. In this case, your actual bid becomes more important.

 

To summarize, all 3 factors work together. Advertisers need to consider all of these things when running a campaign.

 

Best of Luck!

 

Pete

 

 

 

petebardo -- Deadhead doing AdWords

Re: Conversions using Manual CPC

[ Edited ]
Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Ok great! But which one of those would be the MOST IMPORTANT to look at when using manual CPC, not automatic?

Marked as Best Answer.
Solution
Accepted by topic author mnkelly
September 2015

Re: Conversions using Manual CPC

[ Edited ]
Participant ✭ ✭ ✭
# 4
Participant ✭ ✭ ✭

Hi

As Pete suggests: the most important is your profit or ROI per keyword.

Do bid higher than you can afford. Don´t bid too low, so that you miss opportunitie

[EDIT: this link is much better]

 

http://certifiedknowledge.org/blog/profit-by-impression-the-real-metric-in-ppc-testing/

Re: Conversions using Manual CPC

Google Employee
# 5
Google Employee

Great ideas here from the Community! Thanks everyone! 

 

In this situation, I'd be looking at your cost per conversion and your conversion rate (ie - you ROI, as the Community has already suggested). If you are happy with your conversion rate vs your cost then you will not need to change your bidding, but experimenting based on these factors will help you decide on your bidding strategy. 

 

Hope this helps!

 

A.