Many advertisers increase bids across an entire campaign when performance drops. A more effective approach is to analyze placement-level performance first.
Action Step: Review your Placement Report and compare the performance of:
Top of Search
Product Pages
Rest of Search
If one placement consistently delivers a stronger conversion rate and lower ACOS, increase the placement adjustment for that specific placement instead of raising all keyword bids.
Why It Works: Not all traffic has the same value. By investing more in high-performing placements and limiting spend on weaker ones, you can improve efficiency, increase sales, and maximize your advertising budget.
Key Insight:
Smart PPC managers don’t just optimize keywords they optimize where those keywords appear.