Posts Tagged ‘Content Providers’

If you’re a content provider, it’s about time that you know how to determine how much to bid when running a paid search advertising campaign. If you want a positive return of investment to head your way, then you must be into math by now.

The first thing you should do is to determine the revenue per visit to determine how much to bid. You need to determine the value of the page by determining the average CPM of the ads shown on the site. Multiply the CPM by the number of adverts per page and divide by 1000. This gives you the average revenue per page. Then, multiply the average revenue per page by the average number of pages consumed per visit. Check the equation to give you a clearer picture of this calculation.

CPM x Ads Per Page

——————– x Pages per Visit = Revenue per Visit

1000

The result is your expected revenue from a visit, or how much you expect to make per visitor. This should be your maximum bid for every keyword.

You can now realize what keywords to bid from the content given with the value of a visit. To determine which words are more searched than others, there are tools and software to help you. To bid half the amount that you have ascertained above is a good starting point.

It’s critical that you always check the results and implement] more advanced bid analysis as soon as your PPC campaign is up and running. Just a piece of advice, so that you’ll have a modified bid value for every keyword, separately monitor those visitors coming from your paid campaign and from those coming through natural or organic search results. If you have understood what a PPC visitor would do, you can start customizing your bids to generate either a higher returns per visitor at a lower volume or to generate more volume at a lower return.

Therefore, content based providers should start examining the value of every visitor to their site. It just needs careful tracking and bid analysis to make a PPC campaign lucrative yet economical. After you have launched your initial campaign, it would not hurt to consult a PPC advertising services provider to initiate more advance bidding concepts to gain a much better return of investment.