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Google has recently launched a new tool (in beta) which adds transparency into their auction process.
This tool is available to select agencies and allows for increased accuracy when estimating impression, click, cost and position data for campaigns/ad groups and keywords.
Part of our FirstClick’s keyword strategy involves bid management, which entails adjusting the maximum cost per click of keywords to increase and decrease their position to drive optimal traffic and/or conversions for our clients. This results in a lower cost-per-click or cost-per-conversion and furthermore, an increased return on investment for our clients.
With access to this new tool, it allows us to take incremental cost per click into account when making bid adjustments and estimate what results will be achieved at different bid levels for chosen keywords in a campaign, a definite plus in the bid management process.
It’s definitely a great tool which will help us manage our client’s campaigns more effectively.
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