PPC Data-Driven Bid Management
Bidding decides how much you pay for every click, and whether that click is worth it. Get it wrong and you either overpay or miss sales.
Our team of PhD mathematicians and developers built our own algorithmic bidding software. Using advanced statistical techniques and long-tail marketing, it makes sure you get the right traffic at the lowest possible cost.
Every Keyword, Its Own Forecast
Our software forecasts how likely each keyword is to convert and what a click is worth, then sets a bid to hit your return on ad spend target. Keywords that convert well get more; keywords that waste money get less.
For long-tail keywords with little data of their own, it borrows strength from similar keywords, so even rarely searched terms get sensible bids. That is where many of the cheapest sales hide.
Lower Cost, Same or Better Results
What forecast-led bidding typically does to cost per acquisition and wasted spend.
Cost per acquisition
Indexed to 100 at start, illustrative
View the data as a table
| Month | Cost per acquisition |
|---|---|
| Oct | 100 |
| Nov | 94 |
| Dec | 88 |
| Jan | 83 |
| Feb | 78 |
| Mar | 74 |
| Apr | 70 |
| May | 66 |
| Jun | 63 |
| Jul | 60 |
| Aug | 58 |
| Sep | 56 |
Share of spend on non-converting search terms
%, illustrative
View the data as a table
| Month | Wasted spend |
|---|---|
| Month 1 | 24% |
| Month 2 | 17% |
| Month 3 | 12% |
| Month 4 | 9% |
| Month 5 | 7% |
| Month 6 | 6% |
Stopping Wasted Spend
Bids are only half the story. Every week we review the search terms that actually triggered your ads. Irrelevant searches become negative keywords, and profitable new searches become keywords in their own right.
Combined with our bidding software and Google’s smart bidding, this keeps your budget focused on the searches most likely to turn into customers.
Get a Free PPC AuditHow Our Bidding Works
Statistics, software and human judgement together.
- 01
Collect
Clicks, conversions and values gathered for every keyword, device, area and time.
- 02
Forecast
Statistical models predict conversion rate and value per click.
- 03
Bid
Bids set to your ROAS or cost per acquisition targets.
- 04
Review
Specialists check the results and refine the models and negatives.
Why Our Bidding Is Different
Built In-House
Proprietary software developed by our own PhD mathematicians and developers.
Long-Tail Strength
Sensible bids even for keywords with very little data.
Profit-Focused
Bids forecast for return on ad spend, not just more clicks.
Works with Smart Bidding
Combined with Google’s automation where it performs best.
Wasted Spend Removed
Weekly search term reviews and negative keywords.
Proven at Scale
Over 5 million keywords and £30m+ of client spend managed.
Questions
Yes, where it performs well. We compare it with our own forecasts and choose the best approach for each campaign, often combining the two.
Targeting many specific, lower-volume searches, such as a product name with a size or colour. They are often cheaper and convert better, but each has little data, which is where our statistical models help.
Our software can update bids daily, and our specialists review results and search terms every week.
Yes. We report on bid changes, results and the reasoning behind them in plain English.
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