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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Chapter 7. Budgets and Bidding

In this chapter, we will cover the following:

  • Setting and adjusting campaign budgets
  • Evaluating your current budget and potential impact of budget changes
  • Setting and adjusting ad group level bids
  • Setting and adjusting keyword level bids
  • Enabling enhanced bidding
  • Enabling conversion optimizer
  • Adjusting CPA bids
  • Setting separate bids for calls
  • Predicting impact of bid changes using the Bid Simulator
  • Modifying mobile bids
  • Adjusting location bids
  • Adjusting bids based on the day of the week and time of day

Introduction

One of the great selling points of AdWords is that budgets are flexible and you can start advertising and testing the system with only a few dollars. You also choose how much you are willing to pay for individual clicks. ...

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