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I’m still working on the specs for our Google AdWords management application. I have to say…even just doing specs for something like this is a laborious task. Trying to get everything out of my head and onto paper that I want the application to do is difficult. If I were a better programmer, I probably would have creates specs from the start for my own purposes. But it really helped me to get a feel for what we could do with the AdWords API by writing code and building the thing organically.

I’m now trying to work out the logic of how the application should make automatic bid adjustments. I have read where some applications of this type use complicated Wall Street-style algorithms to make adjustments. These applications tend to be very expensive. And I really don’t think we need to worry that much about it. The situation is sort-of similar to stock trading – you can obsess over charts and technical analysis to make just the right trades, but in the long run, a steady and consistent investment plan will likely do just as well.

One problem with a single magic algorithm to make adjustments is that it does not take into account the goals of the advertiser. For purposes of our application, I don’t see any way around letting the user set his own account parameters to meet his specific goals. Some advertisers may just want lots of volume, regardless of conversion rates. For those situations, obviously, a wide open, aggressive bid attack is called for. More often than not, cost per conversion is a major consideration. For those advertisers, it is critical not to bid too much. Different objectives require different strategies.

So how does this relate to you? We just want you to think about your goals while managing your paid search campaign. Do you just need the visitors? Is there a a major branding component to your campaign? Do you need to turn a profit on the campaign right away? Or are you in a position to lose money initially in order to get new customers in your system? It is important that you decide early on what exactly you want to accomplish with your paid search campaign.

Your goals will have a major impact on how you manage your campaign. If volume, branding, and name recognition are your major goals, then you will want to be aggressive, bid high, and try to position your ads as high as possible. Likewise, if you are trying to get customers into your system even at a loss, you will want to be aggressive, though possibly less so than with a branding strategy. If immediate profitability is your main concern, then you need to be much more concerned with the price you are paying for clicks and conversion rates.

If you need some help withpay per click management so that it accomplishes your goals, please contact Work Media at 888-299-4837 or email Info@WorkMedia.net.