Google Fiddles with AdWords' Macro-Economics; Allows Bid Averaging

Google Fiddles with AdWords' Macro-Economics; Allows Bid Averaging

Google added a new feature to its AdWords platform that lets advertisers set an average budget, reports ClickZ.

The new tool will free advertisers up from, it's hoped, having to login repeatedly to adjust their campaigns in order to maintain an average spending amount. This allows users to define preferred CPM and CPC amounts, which Google's system will then automatically target.

 

Since the primary strategy to keep spending to an average rate is currently under-bidding on keywords, this may actually prove a macro-economic play by Google to increase the average bids for those campaigns with the most positive returns.

 

The utility might not be a good fit for all advertisers, especially those who deem it worth their while to pay more for specific keywords