How To Bypass Big Brands Bidding Up Your Terms

Posted by

Nothing is more frustrating than having your best terms hijacked by competitors.

The holiday season is especially vulnerable to this, as brand names rush to own market share.

This month’s question hits particularly hard going into the holiday. Rakesh from Virudhunagar asks:

“I have a concern regarding the same keyword the bigger brands and I utilize. As a Merchandise company, I use a generic keyword “Present for her/him.” As the vacations are coming, I can see that the CPC is increasing (Target ROAS– BS) for these keywords.

On the Auction insights, it’s not my rivals outbidding me, but it’s Etsy and Amazon. My CPC increased by 200%– WoW. What is the best method to handle this? Handbook Bidding? or any other bidding technique would work?”

We’ll be tackling this from a Google Advertisements standpoint, however, a lot of these methods are applicable to Microsoft Ads also.

Idea 1: Usage Keyword Variations

The most uncomplicated method to bypass pricey auctions is to utilize various keywords.

Misspellings and synonyms will provide you access to the very same search terms. If big brand names are driving up the auction rates for the most common versions, think about choosing the less common ones.

For instance, if the costly term was “present got her/him,” you might consider the following:

  • Presents for her/him.
  • Presents for her/him.
  • Gifting for her/him.
  • Present for her/him.
  • Gifts for him/her.

Test one at a time on the match type you had the initial keyword on.

While you’re evaluating, stop briefly the initial keyword.

By pausing it, you’ll have the ability to keep your information and return to it if the new variant does not work.

Pointer 2: Adjust Your Bidding Technique

Automated and clever bidding have lots of advantages.

That said, it’s really simple for cost per clicks (CPCs) to surge based on the bidding goal.

Conversion-based bidding techniques are the most vulnerable to spikes since conversions have a great deal of weight.

Using a bidding strategy that caps your quote is the most simple way to guarantee your budget will not go out of control.

That said, if your quote cap is too low, you may eliminate volume.

So long as your quote cap is 10% or less than your day-to-day budget plan, you need to have the ability to get sufficient clicks in your day to result in sales (supplied that your bid-to-budget ratios are aligned with your market).

Suggestion 3: Usage Audience Exclusions/Targets

Audiences are typically neglected in the auction cost discussion.

While it’s true audiences are developed into wise bidding, they can be utilized to omit or exclusively target also.

Think about utilizing native audiences like in-market and affinity to leave out folks who won’t be a good suitable for your products/services.

You can likewise use first-party audiences, like consumer match and website visitors, to focus your budget plan towards warm potential customers or save on folks currently knowledgeable about you.

Last Takeaway

Big brands will always be a variable in auction costs.

Nevertheless, you don’t need to get drawn into a bidding war.

Pursuing cheaper versions, finagling bidding, and using audiences to focus the budget plan will help open cheaper auctions to enhance return on investment (ROI).

Have a question about pay per click? Send through this kind or tweet me @navahf with the #AskPPC hashtag. See you next month!

More resources:

Included Image: Paulo Bobita/Best SMM Panel