How stable are the PPC / AdWords Bids for Words?
Question: -
Q: Does PPC value fluctuate a lot, or do those remain pretty stable?
Answer: -
You know, I'm not really sure. I haven't seen a big fluctuation in the prices I look at frequently for our class, such as 'Medical Malpractice Attorney San Francisco.' But it is an on-going auction and Google is definitely keen to pull as many people as possible into the auction.
They did make a big change last year or so: for 'long tail' search words, there needs to be a minimum amount of traffic for your AdWords bid to say active. Otherwise, you are forced to bid on the 'broad match' keywords which tended to be more expensive. Needless to say, this change did increase the auction rate (in Google's favor).
Finally, I do take all these Google tools with a grain of salt. I am more interested in the relative standings of different bids and keywords, as that is very reliable. The absolute values are not nearly so reliable.
Hope this helps!
- Jason
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