PPC Yield Management
Anyone who has done any sort of shopping or booking through an online portal can notice a trend. The more a product or service is in demand, the more costly it is. The perfect example is hotel bookings. Booking a suite for your vacation costs much less during off season times. But during the holiday season, I’m sure you have seen the price skyrocket to as much as 300% at times. This unbelievable hike in the rates is what keeps certain business’ afloat. This does not apply just to the travel industry. In any industry, you can notice this particular trend. Leveraging this can be very lucrative for your business. Let us learn about this in terms of PPC for your brand.
What is Yield Management
Search Engine Journal has this to say about Yield Management:
At its core, yield management, also known as revenue management in the travel and hospitality industries, is a pricing strategy that essentially aims to predict and influence consumer buying behavior in an effort to maximize revenue – or yield – from industries that have limited offerings and time-sensitive bookings.
Simply put, yield management means that an organization prices their products, services, advertising inventory or other online offerings in such a way to garner the highest revenue at the best price and exactly the right time.
At Adhuntt we know what separates a brand killing its customers by overpricing their product and one that knows exactly they are doing and leveraging the best customers in the most ethically friendly manner. The vicious circle of supply and demand is sure to confuse a lot of brands and they end up not knowing what to do. Let’s figure out your next move.
How should I handle my PPCs?
As we all know, the Pay-Per-Click Ads on Google are bought through a bidding process. This basically means that – more the demand, the higher the price. DSIM, one of Google’s premier partner in the world of digital marketing has explained the PPC Yield problem very clearly:
The bidding process includes information about a particular consumer regarding their digital engagement.
The information collection type is supposedly non-invasive, can be paid for with keywords to place a value defining the relevancy of that user to a given business.
As its keyword-specific, every keyword will have historical performance data from publishers, which when totaled, resemble a keyword level relationship between the projected volume of clicks at a given bid level.
There are numerous advantages of this approach for the marketer. In PPC, keyword searches would be a leader, so marketers can bid on search query knowing the user’s objective. The technique i.e. PPC yield management is useful because marketers need to pay for that lead when a user clicks on an ad, indicating additional interest. Basically, the strategy has two tiers of interest, the first one is the search query, and another one is content of the search ad. Once a user clicks on the ad, they directly meet the business. It’s now up to the business to take the click into further steps and finalize the deal.
I believe that now you have a better idea of what PPC Yield Management is. This blog explores the basic ideas behind and how it actually works. To learn more about this and implement it in your brand network, do ping us at Adhuntt. Our digital marketing specialists can fix your PPC problems before you can say S-E-O. Go ahead and drop down your thoughts and doubts in the comment section below and I’ll get back to you as soon as possible. Until next time.