The "Start Out Small And Grow From There" Methodology…

June 4th, 2009

Here's one question that we see in forums. Should we bid high for keywords on a new campaign?

Sometimes people bid high in order to achieve any of the following.

  • To get their keywords activated.
  • To quickly study where converting ads are showing up on the content network.
  • Good keywords often cost more, bidding high allows them to discover the higher cost keywords that convert.

Once the keywords are activated, to see profits, they'll discard the keywords, placements that aren't performing and slowly bid down on their keywords.

The downside of this method is that its an expensive route to do PPC, not necessarily good for the brand new online marketer.

My own preference is that its better to err on the conveservative side and start of campaigns small, slowly building them up over time, say every alternate day.

Which camp are you in? Build big? or Start small to test the water?

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