PPC marketers must leverage automated bidding to adjust bidding strategies during volatile times

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June 10, 2020, 2:22 AM UTC

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This article states marketers using pay-per-click (PPC) must leverage automated or smart bidding tools to adjust bids as per new trends during uncertain times. While automated bids can decrease CPCs if conversions decline, in some cases shifting marketing strategies instead of giving up converting prospects is recommended.

Rather than pausing campaigns, marketers must reduce budgets to ensure automated bidding algorithms can adapt to rapid changes. Brands that continued automated bidding were able to leverage cheaper CPCs and quickly return campaigns to normal levels.

Brands must leverage all bid automation during unusual times, as most converting clicks have reduced CPCs. The author contends marketers must increase budgets and be less restrictive with negative keywords, as it allows smart bids to find new and relevant search queries that convert.

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