A Guide to Google AdWords Paid Search Bidding Strategies

NuSpark

Most common is to grow your conversion rates, and reduce your cost-per-conversion. If you goal is website conversions, it’s usually best to allow Google to optimize your bids with Smart Bidding (below), If your goal is purely traffic , focusing on clicks is the way to go, and cost-per-click (CPC) bidding may be right for your campaign. You can use cost per thousand viewable impressions (vCPM) bidding to put your message in front of customers.

The Ultimate Guide to PPC

Hubspot

Despite the fact that 45% of small businesses use paid ads , pay-per-click is still a concept that eludes many of us. This guide will help you grasp pay-per-click marketing in its entirety. Pay-per-click advertising is most common in search engine results pages (SERPs), like Google or Bing, but is also used on social channels (although CPM is more common). This means more clicks and a greater chance of conversion.” - Laura Mittelmann, Paid Acquisition at HubSpot.

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Marketing Analytics: The Tools and Metrics Marketers Need to Do It Better

Leadfeeder

These numbers can tell you things such as: How many people have seen your ad (impressions) The number and percentage of those people who clicked on the ad (clicks and click-through rate) How much each impression or click costs (cost-per-click and cost-per-thousand-impressions) How much return you’re getting on your ad spend (ROAS). Cost metrics to track include cost per click (CPC), cost per lead (CPL), and customer acquisition cost (CAC).

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