30 Jan '16, 11am

PPC Geo-Bidding, Simplified

The purpose of geo bid adjustments is to maximize PPC campaign volume and/or ROI by bidding accurately on some configuration of different geographic areas (a number of states and metros within the US, for example). This “bid adjustments” functionality, called Enhanced Campaigns when first rolled out by Google, is a powerful advancement over the old methodology where you had to set up a separate campaign for every geo-specific bid strategy you wanted to deploy. Granted, bid adjustments may not be the only geo-strategy in many accounts. But for many PPC accounts — possibly the majority — it’s a great time-saver to lean more on bid adjustments and less on elaborate account structures, geo-specific ad copy and so forth. At a certain point, you must accept that complex stories are irrelevant to this exercise because of what it entails: many of the resulting actions will be smal...

Full article: http://searchengineland.com/ppc-geo-bidding-simplified-24...

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PPC Geo-Bidding, Simplified

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