PPC Bidding Wars

Getting into bidding wars is not uncommon for many PPC amateurs and even some PPC experts, due to the nature of PPC being a bidding game. While you want your PPC ads to be in position 1 to receive maximum number of clicks possible, your competitors want the same.

Trying to outbid your competitor can be both time wasting and frustrating. Once you outbid him, he will do the same to you. Bidding wars like this never end and only the PPC search engines will be financially benefited.

In the past I had come across a client in an extremely competitive industry. She wanted her PPC ads to always show up at the top position. My advice to her was ‘I know being at position 2 your ad will not receive as many clicks as it was at position 1, but your product is unique in some ways. I’m confident that the conversion rate will improve over time and you will end up paying a lot less.”

At the end, the client was happy as her PPC campaign has come off with a very good ROI (Return on Investment) in the long run.

This was not the only time that I avoided a PPC bidding war. I had since passed this strategy with other essential knowledge to a few PPC professionals who I had worked with.

In PPC, it is equally vital to know when to be aggressive and when to avoid bidding wars.

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