N its announcement of new device bid modifiers, uses the term “anchor bids”, so let me try to explain this concept by combining boating and ppc. I hear both can get extremely Germany Phone Number List
expensive if you don't do it right. Anchor 1 in this illustration, the dark gray line at the bottom represents the ocean floor, as well as our max cpc bid. For computers. Our Germany Phone Number List
bids are “anchored” here, so the chain between the yacht and the ground represents our moving bid modifier. The right modifier is one that keeps the chain tight, so the yacht stays where it should. Anchor 2 complexity sets in when conditions change, such as when the yacht moves to a
New port where the water is at a different depth. (fun fact: did you know that the water levels of the pacific ocean and the atlantic ocean are not the same? Weird, Germany Phone Number List
right?) if the captain keeps the chain on the anchor at the same length, his yacht won't stay put very well. In the world of ppc, a change in computer Germany Phone Number List search conditions impacts what you should do with your bid modifiers for mobile devices. It can be confusing, and sometimes advertisers just forget to log in and end up with bad bids. In fact, advertisers can even calculate their anchor cpc bids using data from all devices, when the correct way to calculate bids is to use
Segmented data for each device. This all gets even more confusing when you add in geographic bid modifiers, time-of-week bid modifiers, rlsa bid modifiers (coming soon at the campaign level), and from from september 19, demographic modifiers for search network Germany Phone Number List
ads. I've written a free script that helps advertisers better understand how much they're really bidding once all the modifiers are layered, and outliers Germany Phone Number List
can be jarring. So all of this got me thinking about how to remove some of that complexity. Here's a method my team and I came up with: set an artificial fixed cpc and use the modifiers from all three devices