Digital Reach
By Digital Reach | SEM | July 21, 2015

Bidding For Beginners In PPC

Bidding on keywords can be incredibly intimidating for the inexperienced. Where do you begin? Who can you turn to for help? Who teaches you how to understand the interface? What are all these columns and what do they even mean? For most, outsourcing the job is easier than figuring out how to do it yourself, especially if you have a company to run.


Small companies simply don’t have the manpower to manage bidding and ad rotations all by themselves. Larger companies oftentimes dedicate entire departments to doing nothing but these tasks. Even then, some of these companies will still outsource the most repetitive jobs because they feel that their employee’s time is better spent in other areas of PPC advertising. But if you choose to take the plunge into the world of bidding on keywords here are some tips for the budding PPC bidding technician.

The first question you need to ask is what should you look at first to determine if you should bid more or less for a word? Let’s start with the main Interface and determining Impression Share and Loss.

Impression Boxes

So what is Impression Share? Google defines Impression Share as Impressions (people seeing your ad) divided by the number of Impressions you could have received.  Loss is defined by two categories: Lost IS (rank) and Lost IS (budget). The latter has a simple fix, if you’re losing impression share due to a limited budget, then you can do one of two things – increase the budget or decrease the bids so your ad can be seen over a longer period of time.  Lost IS (rank) is a little more complicated, and involves other components such as Quality Score, Bid Amount and more; so we’ll put that aside for the moment and just focus on Impression Share.

When making bid adjustments, start with a little information (Search Impression Share and Search Lost IS budget) and expand from there.  Add in Average Position next and build out the information you take into consideration for making bids.  Keep in mind when adding in Average Position, you can’t get any better than position number.  Here’s a brilliant piece of advice that was once given to me: “being in the second position is not necessarily a bad thing if you’re paying half as much or less for the same keyword.” For the budding bidder, learning to use your budget wisely and spend the right amount for your business will start you down the right path.

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