Implementing a PPC Double Nelson

A PPC Double Nelson is a bottom rung strategy that skews spending towards long-tail keywords.

When an account is in Bargain Hunting mode, or when there is no (or very little) buffer between the bid limits and market price, an ad group can be underwater overall, but still competitive on the margin (for specific long tail keywords).

Fundamentals of PPC Management

We formulate our economic analysis on the basis of establishing economic bid limits for each aspect of the account. Our approach provides a basis for making the nitty gritty, day to day decisions required to effectively manage and maintain a PPC account.

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