Question

Hey everyone.  When manually setting your Max CPC on keywords, what is your strategy for finding and then maintaining that "sweet spot"?Hey everyone. When manually setting your Max CPC on keywords, what is your strategy for finding and then maintaining that "sweet spot"? I need to get a system down, so any help would be appreciated! Cheers!  

Answer 1

I look at the top and abs top imp %. We do a lot of lead gen and I am shooting for 50%-75% top % and 15-30% abs top, depending on market. I use the estimated first page, top of page and abs top of page suggestions, compared to what I am currently bidding and the top IS%'s I am getting and make an educated guess.  

Comments

@justiciable Lead quality. When your ads appear at the bottom of the SERP, you lower your CTR and when you do get the clicks, even though they cost less, the lead quality is worse. Perfect example: Home Advisor CPA for HVAC service leads in the Northeast U. S. (New Jersey) is $175, and the average ticket (revenue generated) is $750. Our average CPA is $249 but our average ticket is over $1500.  

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What client wouldn't pay a little more CPA to double their revenue?  

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It also depends on budget and client goals as well.  

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@penicillin, where do i find the estimated first page, top of page and abs top of page suggestions? I'd like to know more about your method.  

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@passive20 At the keyword level. Click columns, modify and then drop down the attributes section.  

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Thanks @penicillin! I'll take a look. I might have questions to follow.