Effective Keyword Bidding Strategies Sometimes when companies upload keywords into their Pay Per Click Advertising program they set all their bids to the same amount, regardless of where their competitors have set their bids. Why Bid Gaps [...] For example, the top three positions for the keyword “Mortgage” may be listed as: Position # 1 $1.00 Position # 2 $.79 Position # 3 $.78 In this example the advertiser in the #1 position is overpaying for their traffic. Given these alternatives it may make more sense to opt for the # 2 position.
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