21 Feb '13, 8am

All Google Display Network Conversions are NOT Created Equal

All Google Display Network Conversions are NOT Created Equal

CPA starting to get high? Lower the bid price to compensate. That's the automatic reaction for a lot of us who run paid search campaigns on the Google Display Network. While we may end up spending less money in the short term, the effect appears to be that we're losing out on greater opportunity for better conversions. What happens, inevitably, is that with lower bid prices, ads start appearing in different areas; we get different placements. We call the effect “shelving” (as in top shelf versus bottom shelf). Shelving is seen when lowering the maximum cost-per-click (max CPC) so that it costs less to generate a conversion. It does indeed work, most of the time. However, this is a bit of an illusion. If you aren’t paying close attention to the entire picture, what you're really doing is losing out on opportunities for better quality placements and ultimately, better qualit...

Full article: http://searchenginewatch.com/article/2249540/All-Google-D...

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