Portfolio Bidding: A Breakdown of the PPC Bid Optimization Technique
MAY 28, 2019
Two, it executes in a way that optimizes toward (and hopefully achieves) your goal in aggregate across the group. So by way of example, let’s say you want your keyword group to maintain 220% ROAS while maximizing revenue. The portfolio bidding algorithms would use data from clicks and conversions to bid up the more valuable keywords that drive revenue while simultaneously bidding down other keywords to stay within the ROAS limit.