14 Hot Ideas in Free and Paid Search

3. Bid for profit, not position. If you’re concerned with impressions and branding, bid your pay-per-click campaigns to hold your ads in the top positions. If, on the other hand, you’re concerned about profitable sales, bid your ads based on your economics.

Long-Tail Term Bidding
Track cost and sales at the ad (not ad group) level, and use statistical clustering approaches to help you bid your long-tail terms efficiently. All bid management systems are not created equal. Top-notch bid management algorithms pay for themselves many times over in incremental profit.