Paid Search Bidding Decision

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Presentation Description

Paid search is an industry that’s grounded in data and statistics, but one that requires practitioners who can exercise a healthy dose of common sense and intuition in building and managing their programs.

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Presentation Transcript

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Coaxing smarter paid search bidding decisions out of sparse conversion data Paid search is an industry that’s grounded in data and statistics but one that requires practitioners who can exercise a healthy dose of common sense and intuition in building and managing their programs. Trouble can arise though when our intuition runs counter to the stats and we don’t have the systems or safeguards in place to prevent a statistically unwise decision. Should you pause or bid down that keyword Consider a keyword that has received 100 clicks but hasn’t produced any orders. Should the paid search manager pause or delete this keyword for not converting It may seem like that should be plenty of volume to produce a single conversion but the answer obviously depends on how well we expect the keyword to convert in the first place and also on how aggressive we want to be in giving our keywords a chance to succeed. If we assume that each click on a paid search ad is independent from the others we can model the probability of a given number of conversions successes across a set number of clicks trials using the binomial distribution. This is pretty easy to do in Excel and Wolfram Alpha is handy for running some quick calculations.

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In the case above if our expected conversion rate is 1 percent and that is indeed the “true” conversion rate of the keyword we would expect it to produce zero conversions about 37 percent of the time over 100 clicks. If our true conversion rate is 2 percent we should still expect that keyword to produce no conversions about 13 percent of the time over 100 clicks. Source URL: http://marketingbyseo.com/2016/11/11/coaxing-smarter- paid-search-bidding-decisions-out-of-sparse-conversion-data/

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