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How to Obtain Maximum Reach by Adjusting Bids

Does your PPC campaign need help? Do you want to see more quantifiable results from the money spent on your ads? Do you want those ads to obtain the highest maximum reach possible?

Those are the goals of any PPC manager, or marketing director, in today’s online world. PPC isn’t cheap, but it’s incredibly effective when done right.

Part of doing it right is adjusting your bid strategy to maximize the reach of your ads.

The trick is learning how to do that without wasting too much money figuring things out in the process.

Obtaining Maximum Reach

There’s no shortage of tips on saving money and optimizing for both SEO and PPC campaigns. Where a lot of these experts fall short, though, is in explaining how to optimize PPC ads for maximum reach.

Learning Bid Adjustment

If you’re new to PPC, or you’re not caught up on all of the recent changes Google made to the program, learning the ins-and-outs of bid adjustment feels overwhelming.

The reality is that bid adjustment is a simple process. Adjusting bids simply allows you to take advantage of when and where your ads are shown.

As an example, let’s say you set a bid at $1.00, on all devices, Monday – Sunday. However, after doing some research you realize that your ads don’t perform as well on Monday and Tuesday.

A good bid adjustment, in that case, would be to go in and apply a scheduling adjustment of 50% to your bids. That means if you regularly bid $1.00, on Monday and Tuesday your bids would cost $0.50.

This makes better use of your budget, and shows your ads to the highest number of people who are likely to click on them.

How Does This Work?

So we’ve covered why you’d want to adjust your PPC bids, but how exactly does it work? Thankfully, the process is pretty simple.

First, you’ll want to access your PPC ads in your AdWords account. Once there, you can view all of your PPC ads currently running.

Choose one to practice with. Once you’ve picked a PPC ad – or group of ads – then you’ll see your ads schedule. You’ll then be able to go in and adjust bids for your ads based on the following segments:

  • Device
  • Location
  • Time of Day
  • Topics
  • Interests
  • Ad Placements

You’ll see an interface that allows you to adjust bids for all of those segments listed above. You can adjust bids based on the day, or even by the hour.

Adjusting your bids will only change your total budget if you adjust to spending more than you already are. For example, if you’re spending $14 a week on one ad, but choose to adjust it down to $1.50 on Monday and Tuesday, you’re only spending $11 a week on those ads.

You can choose to reallocate that $3, or you can add more to your budget as well.

Wrapping Up

Watching your PPC ads garner maximum reach is a fulfilling feeling in the online marketing world. It means you’re tuned in to what customers want, have a budget dialed in, and are delivering actionable results to the rest of your company.

If you’re just starting out, though, or need more help with your PPC ads, don’t hesitate to call us today.

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