The Best PPC Bidding Strategies in Malaysia Market

Pay per click is a huge market, with around $106.5 billion spent worldwide on the multiple ad platforms. The biggest by far is Google ads bidding strategies (previously known as Google Adwords) with over 73% of the global market share. So what are the PPC bidding strategies in Malaysia market?

Facebook and Microsoft (aka Bing) make up the next biggest players, but the roster of available PPC platforms is pretty long. All of them have a whole variety of bidding strategies in construction to help you get the best out of your marketing efforts.

You might need to use a different PPC bid strategy for Google Ads compared to say Facebook or Outlook/Taboola.

Read Also: SEO Keywords Tools for Better and Quick Results Malaysia 

What is a Bidding Strategy in PPC?

Bidding strategy definition is tailored campaigns designed in Google Ad Words to help you accomplish certain goals. Depending on what your target audience is, you can focus on getting higher click rates, impressions, or conversions.

Pay-per-click (PPC) bidding has changed a lot over the years. Manual cpc bidding strategy still definitely holds its place in some circumstances, however, any proficient PPC specialist will be well aware of the more advanced options available and how they can give you significantly boosted results without the need to increase your budget.

What Are The Types of Bidding Strategies?

Google offers a variety of automated bidding strategy options all tailored to hit different goals. The types of bidding strategies are :

CPA Targets

The target CPA does exactly as the name suggests. You set a target cost per acquisition, either based on your own internal business data or by using the suggestion from Google. Either way, it’s important to ensure that your target is not completely impossible and that you’ve got the historical performance to back it up.

Target CPA is great for situations where a client has set a maximum cost per conversion required in order to break even and not lose money on a conversion. 

After all, there’s no use in bringing in thousands of conversions if they’re not profitable for the business. As target CPA works fully based on the figure you’ve set, you’ve got to ensure that the budget on the campaign is not limited.

ROAS Targets

A close relative to the previously mentioned target CPA, the target ROAS bidding strategy works much the same but instead of entering a cost per acquisition goal you’re able to set a ROAS (return on ad spend) goal. Of course, this is only relevant to e-commerce businesses for producing some kind of revenue focused bidding strategy in their campaigns.

Target ROAS, as with CPA, is best used when a client has set a minimum return in order to make a profit on a sale.

As with the above, target ROAS will not work very well at all if you’re running with a limited budget and is also the only bidding strategy that requires a minimum amount of historical conversions in a campaign to be enabled. 

The minimum required by Google is 15 conversions in a 30 day period but suggest holding off longer than this for best performance and aim for around 30 conversions in the last month.

Target Impression Share

As you’d expect, this bidding strategy allows you to enter a target figure for your impression share and also allows you to choose the position at which your ad appears for these impressions.

As most people will now be aware, Google is sunsetting the average position metric and Replacing it with two new metrics: Top of page and Absolute top of page, which refer to an ad appearing in either the top block of ads or the absolute number one position. 

These two metrics are used when setting up the target impression share so be careful when selecting where you want to appear and how often. The most common use for target impression share is in branded campaigns. However, it can definitely be used strategically in other circumstances.

Maximize Conversions

This strategy isn’t going to have a great effect if you’re already achieving maximum impression share but if there’s still space to pull more conversions from the market and you’ve got a campaign that is not limited by budget, it’s a perfect candidate for maximizing conversions.

It’s important to know that to maximize conversions you should be ready to spend every single penny of your daily budget every day. 

What Are The Main Factors That Can Affect PPC Bidding?

Here are the main factors that affect PPC bidding :

Your Keyword Bids 

The most obvious determinant of your keywords pay-per-click is in fact your actual bid. Google Ads (formerly known as Google AdWords), Yahoo! Search Marketing and Microsoft adCenter all utilize a maximum PPC bid model for calculating ad position and ultimately your final pay-per-click. If you bid low, your keyword price will be low. If you bid high, your keyword price will potentially increase.

Quality Score

Quality Score is primarily a factor when advertising in Google Ads, though both YSM and adCenter have their own similar quality initiatives.  A great Quality Score can allow you to rank your ads higher at lower PPC, and inversely a poor Quality Score will force you to increase bids to achieve higher ad position. 

Suffice it to say, Quality Score plays a major role in determining your keywords price by influencing actual PPCs, estimating the first page bid thresholds you see in your Google Ads account and affecting how high your ad will be ranked.

Competition 

Recognize this fact and realize that the ever changing presence of competitors will greatly affect your bidding strategy, ad position, CTR and you guessed it PPCs. The addition (or better yet, subtraction) of a strong competitor can be attributed to a myriad of variables, but most of us recognize the holiday shopping season as a major instigator of competitive fluctuations in PPC.

Other Factors

Seasonality is huge in paid search advertising and is something that doesn’t get as much attention as it should. Regardless, seasonality will greatly affect your keyword price. Whether that be due to a new competitor entering your keyword market for the holiday’s or an old foe increasing their bids for Christmas as expected, These changes will force you to make your own bid and ad changes to remain competitive.

Read Also: Be the King and Queen of Google Ranking using Off-page SEO

What Is a Bidding Algorithm?

Also known as a first-party algorithm, it is a custom set of bidding rules that are dynamically generated on a per-campaign basis and designed to deliver outcomes that are aligned to a specific business’s goals. 

The advertiser owns the algorithm as it is specifically designed for them. Usually, these algorithms are owned by ad tech vendors like demand-side platforms and so can’t be finely tuned to an advertiser’s goals. 

Some advertisers use their own first-party data to power their custom bidding algorithms, which makes it easier to focus on factors like contextual targeting and attention based metrics that can be more easily traced back to business objectives.

What Is The Best PPC Strategy?

Selecting the right PPC strategy has a lot to do with the nature of your business and your goals. However, there are a few latest strategies which can help you get better outcomes regardless of your niche. Here is the list of the best PPC strategies that you should try.

Remarket By Your Long Tail Keywords

Remarketing is the secret sauce in online outreach, since repeat customers provide more value. A good way to do it is to follow your long tail keyword queries in every remarketing platform. You do this by creating a list of retargeting users per ad group subject by using the UTM parameter.

You can also take it to the next level by using lookalikes, which is starting to catch on nowadays. This enables you to target similar audiences, thus extending your remarketing to a new group.

Reverse Engineer Your Conversion Funnel

A lot of online marketers like to say that they save clicks so users convert faster. The being that the faster you get them through your funnel, the more you get to convert.

But a lot of times, increasing the time you get people engaged with your ads can do the same. The key here is to reverse engineer your conversion funnel so that you know what actually works. You may find that adding something extra to one part of the funnel increases conversions. For example, adding a demo or interactive preview for your product can convince them to buy.

As such, pushing them to convert as soon as possible may not always be the best solution.

Use The Inverted Unicorn Tactics

Regular ad targeting is basically casting a narrow net to maximize engagement rates. That’s the usual targeting of a particular demographic or niche to bring them in.

However, the “Inverted Unicorn” includes two other completely unrelated interests in targeting. From that, whoever may happen to also be a part of your actual targets could be brought in.

You can also use those seemingly unrelated interests in customizing your ads. they can add more dimensions to your campaigns, making them stand out and seem more compelling.

Such ads also tend to come at a significantly lower cost due to higher engagement rates.

Go All-in on Messenger Marketing

This may sound crazy, but you shouldn’t bother with the News Feed or landing pages – Messenger marketing is the way to go.

Research has shown that Messenger marketing can be 10-80x better than email or the News Feed. With a Messenger blast, you can see between 70% and 80% open rates, within the first 60 minutes.

It’s worth switching focus to the methods that work better, even if the others used to work well.

Have An Advertising Slush Fund

Traditionally, advertisers tend to have a monthly PPC budget allocated for their ads, and they put up their ads as scheduled and see how well they perform. While this is a common approach, it can be limiting, as it doesn’t allow for reacting to trends.

But with an advertising slush fund at the ready, you can come up with ads when something viral comes along. If the ad you come up with is so good that it’s sure to work, then you use the funds to run it.

Conclusion 

Whatever web advertising platform you are using, keep an eye on your KPI’s to ensure your bid strategy is working as it should. This includes checking your analytics daily, especially for large scale campaigns.

Although pay per click is a huge industry, offering a massive global reach, it’s worth remembering that all of the ad platforms are open to fraud. In fact, over 90% of all PPC campaigns are defrauded in some manner.

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