I was going through the adwords learning material from Google and one claim they made was that bidding at the keyword level (as vs. ad group level) is a really dumb idea. I was wondering if anybody knows what the issue with this is. Thanks,
I cannot find it. It was somewhere here: http://www.google.com/adwords/learningcenter/index.html but that's over 6 hours of video. It just said to bid at the ad level not the keyword level.
Its in the content video. You should be bidding on the content network at the adgroup level and not the keyword level. This does not apply for the search network
this is not correct as bidding on search network often helps at keyword level as u can specify different bids and can fluctuate your postion according to ur quality score ya as far as bidding on ad group level is concerned , it is advisable to do it on content n/w
Say you have 10 keywords in an adgroup and one is doing really well and 5 are doing OK and the rest are crap. You want to keep your bid the same or raise it on the performing keyword to see if you can get more traffic and reduce it on those that aren't working out and most likely pause the crappy keywords (or reduce them to 0.01 bids if they are working out on the content network). To do this you need to set individual bids for each keyword. When you set bids at the AdGroup level then they are set for all keywords in that Adgroup. Its usually fine to do this in the beginning and then as you gather more data adjust your strategy accordingly. As mentioned above, the only way to adjust content bids is via the AdGroup setting. Jill
its a very SMART idea to bid at the keyword level since you need to make sure your making money on every keyword.
I agree you should watch every keyword. As you start to rank for a keyword you can remove it from the adwords list. It is also a good idea to closely group the keywords although I would always pay attention to each keyword, the cost and ctr.. imho of course