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What’s a good strategy to use when doing bid adjustments for locations? See below for what we are trying to understand.
Posted by on May 17, 2023 at 1:19 amOn a national account we break down the bidding map by state. We see one state has a CTR of 11.63%, but no conversions. The CPC rate is average compared to all the other states. Some states have near the same cost, but a near 30% conversion rate. Other states have the same CPC, but yet, still a higher conversion rate.
What should we take this to mean, and how should we proceed? When we are attempting bid adjustments by location, what should we be looking for? Thoughts?
Also, personally, I think this account may also suffer from a limited budget, but we work with what we are given.
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1 Reply
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What’s the bid strategy? Also looks like your numbers are all over the place.
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Strategy would be to use smart bidding… that way you don’t have to mess with bid adjustments on devices, location, audience etc.
Now since you brought up high CPCs you can do a bid portfolio strategy even tied to 1 campaign and place a bid cap. This might be able to stretch your budget.
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What should you take this to mean? That results are not the same across every geographic location. If the state/location is generating a high cost with little to no conversions, ad a negative bid adjustment. If it’s really bad, consider excluding the state/location.
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