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How to make AdW pay a fixed CPC?

Follower ✭ ☆ ☆
# 1
Follower ✭ ☆ ☆

Hello!

 

So we have a specific condition to run one of our AdW accounts. There are a lot of retailers of a brand and this brand specified that everyone's bid cannot outrun $1.

 

Now, since AdW makes a series of calculations to define who gets a better position and bid is one of the factors, we concluded that if we make all the clicks be equal to $1, we might improve our rank. Right now they are like 0.7, 0.8, 0.9... 

 

We tried working around rules and enhanced CPC bids, but none seems to work the way we need. 

 

Has anyone ever gone through a similar situation who could share some hints?

 

Thanks!

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2 ACCEPTED SOLUTIONS

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
September 2015

Re: How to make AdW pay a fixed CPC?

Participant ✭ ☆ ☆
# 2
Participant ✭ ☆ ☆

Hi Camila,

 

As far as i know, Adwords only has the upper limit like max CPC but i don't think so there is a fixed CPC or lower limit you can fix. Depends on the competition and the Ad Rank you may pay less for some keywords. You pay just enough to beat the Ad Rank for the next highest competitor not more than that. For example, if your competitor is bidding $0.50 you can get better position that him if you pay only $0.51 (consider both has same Ad Rank,QS ) not more than that even though if you set your max CPC bid as $1 you will be charged less per click.

 

In your case, i suggest you to set your Max CPC as $1 and then concentrate on improving your quality score so that you get better Ad position.

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

Re: How to make AdW pay a fixed CPC?

Participant ✭ ✭ ☆
# 3
Participant ✭ ✭ ☆

Hi Camila,

I agree with John Paul, unfortunately, there isn't a way that I'm aware of to calculate if,then situations for the actual CPC. Your bid is entered into the auction as is but depending on where you fall in the adrank, you may not need to pay the full price. 

 

One thing I would encourage is that you take a close look at your manufacturer's specifications. Above you noted that they said the "bid cannot outrun $1". The bid and the actual CPC paid are two different things. Since they specified that the bid cannot outrun $1, I would suggest that you only bid $1. If they said the cost-per-click could not outrun $1, that might be a different situation but it would still be very difficult to back into without accidentally breaking the rules a few times, which would be risky.

 

Like John Paul said, your best bet is to improve upon the landing page and ad relevance.

 

It may also help you to do some branding so that when your ad appears, people are familiar with your brand and trust you. Review and rating extensions are also helpful in these situations.

 

Wish I could be more help! Good luck!

View solution in original post

Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
September 2015

Re: How to make AdW pay a fixed CPC?

Participant ✭ ☆ ☆
# 2
Participant ✭ ☆ ☆

Hi Camila,

 

As far as i know, Adwords only has the upper limit like max CPC but i don't think so there is a fixed CPC or lower limit you can fix. Depends on the competition and the Ad Rank you may pay less for some keywords. You pay just enough to beat the Ad Rank for the next highest competitor not more than that. For example, if your competitor is bidding $0.50 you can get better position that him if you pay only $0.51 (consider both has same Ad Rank,QS ) not more than that even though if you set your max CPC bid as $1 you will be charged less per click.

 

In your case, i suggest you to set your Max CPC as $1 and then concentrate on improving your quality score so that you get better Ad position.

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

Re: How to make AdW pay a fixed CPC?

Participant ✭ ✭ ☆
# 3
Participant ✭ ✭ ☆

Hi Camila,

I agree with John Paul, unfortunately, there isn't a way that I'm aware of to calculate if,then situations for the actual CPC. Your bid is entered into the auction as is but depending on where you fall in the adrank, you may not need to pay the full price. 

 

One thing I would encourage is that you take a close look at your manufacturer's specifications. Above you noted that they said the "bid cannot outrun $1". The bid and the actual CPC paid are two different things. Since they specified that the bid cannot outrun $1, I would suggest that you only bid $1. If they said the cost-per-click could not outrun $1, that might be a different situation but it would still be very difficult to back into without accidentally breaking the rules a few times, which would be risky.

 

Like John Paul said, your best bet is to improve upon the landing page and ad relevance.

 

It may also help you to do some branding so that when your ad appears, people are familiar with your brand and trust you. Review and rating extensions are also helpful in these situations.

 

Wish I could be more help! Good luck!

Re: How to make AdW pay a fixed CPC?

Top Contributor
# 4
Top Contributor

Hi Camila,


As Amy has already asked, the key question here is whether the $1 limit is the bid or the actual price paid, as with AdWords these two can be quite different figures and we can't really advise properly until we're sure of which it is.

 

Assuming it is the bid and not the price, then do bear in mind that Enhanced CPC can exceed the maximum specified bid by 20%, so even if you set a Max CPC of $1, under the Enhanced CPC strategy AdWords could enter a bid of up to $1.20, which would breach your rules.

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: How to make AdW pay a fixed CPC?

Top Contributor
# 5
Top Contributor

One additional thought, it's worth checking with the manufacturers to see what their intention was.  Non-AdWords specialists often don't understand the system and it's possible they intended a maximum cost of $1 per click.  If you can establish this is their actual intent, you may gain an edge over your competitors who are restricting their bid to $1 Smiley Happy

 

Of course, this will complicate your management as you will need to track actual CPCs very closely, rather than simply setting a Max CPC, but it may be worthwhile.

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: How to make AdW pay a fixed CPC?

Follower ✭ ☆ ☆
# 6
Follower ✭ ☆ ☆

Thank you, everyone!

 

I was just thinking about working toward the brand, so that people would see us differently than the rest of retailers for the same product. 

 

Also, understanding what they really meant, would be the best first step, you guys are right!