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Alan Rimm-Kaufman

How Aggressively Should You Bid In Paid Search? (3 min video)

Title: How Aggressively Should You Bid In Paid Search? (3 min video)
URL: http://www.rimmkaufman.com/rkgblog/2008/09/15/setting-a2s-target/
Printed: January 6, 2009
Source: The Rimm-Kaufman Group Blog, info@rimmkaufman.com

How aggressively should you bid on your paid search ads?

Here’s a fast three minute video with some advice.

The video mentions the “Square Root Rule”. Here’s a blog post about that model, and here’s a free Excel spreadsheet implementing the model.

Also, here’s a link to part 1 in the same series, How To Compute Smart PPC Bids (3 min video).

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Recent Comments

  • George Michie: Happy New Year, John. Market Motive is a good place to start. Keep a close eye on other good blogs: ours, SearchEngineLand, ClickZ....
  • john: Hi George and Happy New Year. I work for large Company who created a new SBU of New Media Specialists, basically resellers of Google And...
  • George Michie: Shelley, I hear you! We had a candidate who listed HTML as a proficiency on her resume. When pressed for specifics she said:...
  • Erin: Actually, I am always wondering this about myself. I surprise myself by what I know, but I don’t feel super confident about my...
  • Shelley Ellis: I like the sports analogy. My husband was a baseball coach for years and I still get tickled thinking about the time a mom told him...
  • AJ @ Web Domains, UK: I think the problem is spamming scripts are being written that target prominent blogging/comments systems such as Movable...
  • Debra Askanase: Hi Alan, Thanks for the quick overview. Just want to point out that the Wufoo outgoing link actually connects to Survey Monkey....
  • George: Vijay, that’s the best idea I’ve heard in months! Rick, your point is well-taken. It’s really noisy, and for many retail...
  • Alan: You can use this toy model in any channel where you can sales definitively tie sales back to an advertisement or promotion using a tracking...
  • Patrick: Nice model. What I’m wondering however is what type of net sales you should include. I believe these should be the sales resulting...
  • Vijay R: With mobile phones being ubiquitous, why not use them as a channel to measure effect of online on offline sales? For instance, offer a...
  • George: Not all of our clients do think this way. Many do, but others are more concerned about share of voice, and the trappings of a good program....
  • Jim Novo: George, I have to ask the same question I asked Alan on his “melons” post - how do we get people to care about profits? Every...
  • Rick Galan: Even doing specific geo-targeted tests really don’t get us all of the way there though. There is so much fluctuation in consumer...
  • Andrew: $800 billion is perhaps “only” 5% of GDP, but it exceeds all of the federal government’s other (individual) outlays....

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