A: Your bid shouldn't actually affect your Quality Score. When you lower the bids, your average position and therefore your click-through rate (CTR) decreases. You might think this would have a negative impact on the quality score. However, according to Google, they represent the average position when evaluating your CTR for Quality Score purposes. Basically, they C级执行名单 just compare the CTR of your ads to what other ads are getting in the same ad position.During the webinar, we discussed using bid changes to manage your ad spend rather than exclusively using budget settings to manage spend. You're right that if you lower your bids so drastically that your ads land on the 3rd or 4th page, your traffic may drop. In this case, you might end up spending a lot less than you planned.I would recommend making more subtle changes to achieve the effect of lowering cost per click (CPC), increasing traffic and maximizing return. Rather than plunging multiple pages into the results, you can try making your ads only drop a few positions.
Here's an example: Say you have a PPC budget of $1,000 per month. Your ads usually appear in positions 3 and 4 and you pay a CPC of $1.00. This translates to 1,000 clicks per month, so you're spending your $1,000 budget. With a 2% conversion rate, you acquire 20 new customers each month at a cost per acquisition of $50. Not bad… However, you reach your budget limit, so your ads are essentially turned off by late afternoon. In response, you decide to lower your bid slightly (say around 15%). Your average position then drops from 3.2 to 4.5, your CTR drops from 2% to 1.65%, and your CPC drops from $1.00 to $0.83. You get your clicks slower, but your ads stay active later in the day, so you get more impressions. Despite the drop in CTR, in the late evening, you still manage to hit your full daily budget.Because you are now only paying $0.83 per click, you can afford over 1,200 clicks per month instead of the 1,000 you had before. Your conversion rate has remained the same, so you can now acquire 24 new customers per month. Since your budget of $1,000 per month is unchanged, your cost per acquisition is now down to less than $42. We are talking now!