A bid manager is responsible for developing strategies to achieve high rankings on search engine results pages for pay-per-click ads. They research and select appropriate keywords and bid amounts, track conversions, and adjust bids accordingly. Bid management software can also be used for this purpose.
A bid manager is the person responsible for developing appropriate strategies for achieving high rankings on Internet search engine results pages (SERP). As a search engine marketing specialist, this person often employs a variety of bid management techniques for a website’s pay-per-click (PPC) ads. To properly understand the bid manager’s role, it’s important to understand how these PPC ads work.
When someone performs an internet search, they are given a list of results that correlate to their search term. A combination of natural and paid results, this list typically identifies all sites that the search engine believes are relevant to the user’s query. If the user selects one of the paid advertisements, the website owner will be charged for that click – hence the name pay-per-click advertising. The amount charged by the website owner for the user’s click usually depends on the keyword used to find the ad.
The bid manager, therefore, is responsible for setting up these PPC ads, determining appropriate keywords for the ad, and selecting an appropriate bid amount for each keyword. A keyword’s bid varies based on the term’s popularity; therefore, the bid manager should research which keywords provide the most cost-effective solution for a site’s PPC ad. To determine this, one must track the number of visitors to the site and determine how many of those visitors performed a desired action.
Known as conversion tracking, this information helps the bid manager determine which keywords are most successful and, in turn, which ones should bid higher. Once the bid manager has determined the maximum amount he is willing to pay for a specific keyword, he will provide this information to the search engine. The search engine uses this information to list or rank ads according to how much the site owner is willing to pay for each click.
Successful bid management strategies require a great deal of time and research. As a result, many companies prefer to use automated systems to track conversions and clicks. Known as bid management software, this tool compares clicks and conversions for each keyword and then uses that information to adjust bids accordingly. Regardless of whether a business decides to use automated software or hire a dedicated person to track this information, bid management strategies are a crucial factor in the success of a website’s Internet campaign.
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