Using Automation to Decrease Cost Per Click


With our advanced automotive PPC bidding algorithm, we're better able to decrease your cost per click while at the same time increasing clicks for a better ROAS (return on ad spend). Every 2 seconds our algorithm scans the live auction environment, taking into account metrics such as cost-per-click (CPC), time of day, and click through rate (CTR) to make automated bid adjustments every 30 minutes; 24 hours a day, 365 days a year.

What does that mean?

What that means is that we can spend more time finding the right keywords, split testing ad copy and determining which landing pages on your site are best. This allows us to increase your quality score while the bidding algorithm adjusts bids; both work hand in hand to enhance your ad rank without having to spend more per click to achieve.

What is Quality Score?

The Quality score helps to determine your ad rank in the SERPS (search engine results pages); this is the position in which your ad is displayed. Ad rank in Adwords is your quality score multiplied by your max bid. So, you can bid less and still outrank your competitors. At 3GEngagement, this is exactly what we strive to do with the use of our algorithm. If you want to know more about the Adwords auction and how ad rank is determined, check out this video.

What Does All This Have to do with our Algorithm?

Everything! Testing, analyzing and keyword researching can take time. So can changing, updating and researching bid changes. With our algorithm doing the math we can focus on everything else. A perfect melding of automation and the human touch to ensure that CPC decreasing while leads increase. We call it the X-Graph:


How Do We Use Automated Bid Management In Our SEM Process?

It's pretty seamless actually. We create the campaigns, set the constraints, adjust bids depending on goals (for instance we can adjust mobile bids by a certain percentage to increase mobile-click-to-calls) and monitor everything. Below, we've created a graphic to give you a better understanding of just how everything fits together. A question we get asked from time to time is if we think a computer can adjust bids better than a human can and to that we say, absolutely! Think about it, a computer excels at analyzing mathematical data and creating adjustments based off of that data, so that's what we have it do every 30 minutes 365 days year, 7 days a week. We've yet to have it ask for a day off!