Supply & Demand of Ad impressions
You can estimate your Ad impressions from your different Ad campaigns.
According to your Ad impressions you can make plan for your PPC bid value. Sometimes you may get good response from one particular Ad campaign, even though you have lower bid value for that Ad campaign. In this case ultimately you will get good rank in Google’s PPC advertisement list.
So before proceeding, you should have a clear idea about different Ad impressions.
Ad Impressions (Under Supply)
You can do experiments on your advertisements to know about the supply and demand of your product and services. After observing the results for few days or weeks you can take a decision. Suppose for a particular set of key words like “SEO service provider” you have allocated a daily ad budget of $10. However, if this set of key words is quite popular and gets higher click throughs then you would be actually losing out visitors to your ad because of your lower budget. In other words, if you have lower budget allocation for a particular ad campaign and a particular set of key words which is actually getting more click throughs then you should go for more keyword expansion or you may increase the bid value for more potential clicks.
Ad Impressions (Over Supply)
Every PPC advertiser has certain budget for each day. You should decide your bid value and your ad display position according to the response you are getting and not to go by any presumptions. It is a general feeling that the higher listed ads get higher number of clicks. However, sometimes the lowly placed ads also get good response and they justify the spent in a longer period of time. So, you have to measure and monitor whether your advertisements are getting good response or not. You have to check that whether your ad spent, bid value and ad display position are justifying the overall advertisement spent or not. At the end of the day whether you are getting positive Return on Investment or not.
You should always follow a hit and trial method in a continuous basis and should always look to experiment with your ad campaigns unless and until you get a good ROI for your advertisement. The day when you optimize your return, you should stick to that. It is very important to ensure that you have found a good ad position with higher clicks and at a reasonable price.
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