Are Bid Tools Pulling Their Weight in Higher Education?
Advertisers in higher education spend a lot of money on paid search, and they want the best possible bid tools to drive leads and keep costs in check. But are advertisers in higher education getting their money’s worth with bid tools?
Branded keywords typically drive the most volume, and they’re usually pretty easy to manage. Put another way, staying in Position One in search results doesn’t take a lot of technology horsepower to accomplish. Now, if you are an advertiser in higher education, you typically buy a lot of degree-related keywords — both branded and non-branded, and both long- and short-tail. Naturally, you want to be able to set up some rules and let your bid tool do the work. Your bid tool is smarter than you — so you should turn it on and be amazed by the results, right?
Here’s the problem with bid management tools in the higher education space for a lot of advertisers: lack of volume (clicks and leads) on non-branded keywords, or even branded keywords combined with a degree type. Higher education isn’t retail, where the sheer volume and complexity of an account makes it a perfect fit for a bid management tool.
We find that up to 85 percent of your keywords don’t generate enough click volume in a week or in a month to justify adjusting your bids for non-branded keywords. Yes, you can set up click or lead thresholds and parameters to dictate when the bid management tool should adjust the bid. You can establish position rules as well. But the point is this: if the bid management tool doesn’t have enough click volume to make sound decisions, is it worth the monthly fee?
Furthermore, you know how expensive some of these cost per clicks are. If you advertise for an MBA program you know what I mean! What you don’t need is a bid tool moving you out of a Top Four position just because you didn’t get enough volume in a particular week.
So for higher education advertisers, bid tools may be ineffective because there isn’t enough volume in those keywords for bid tools to to use their algorithms to adjust bids. (The exception occurs with branded keywords and a handful of tried-and-true program/degree keywords.)
Is this the case for all .Edu advertisers? No. But my advice to higher education advertisers is to look carefully at what you’re spending on bid management tools and what you’re getting from them – especially when you get outside of top performers.
So what should you use to manage your keyword bidding? Search engines have come a long way with their (free) bidding capabilities, and my recommendation to several clients has been to start with the free bidding capabilities available from search engines such as Google and evaluate their performance after three months. We’ve used that approach and combined some scripts that we’ve created to eliminate not only cost, but also many of the headaches associated with plugging low-volume keywords into bid tools that need high volume to work well.
Meanwhile, feel free to contact me (firstname.lastname@example.org) to share your insights.
Lead image source: Dave Meier (https://stocksnap.io/author/480)