1.
High-Frequency Bidding
Explained
Why paid search advertisers are using a new approach
to increase return on campaign investment

2.
Advertisers buy search clicks

3.
Search clicks and behavior vary throughout the day
Shopping
searches
increase in
the early
evening
Online dating searches
heat up after dinner
Travel searches
spike around lunch time

4.
In the high-stakes world of
paid search, advertisers
need a solution that can
frequently determine the
times of day to
increase/decrease bids
based on volume and ROI
Searches are more likely to convert at
different times throughout the day

5.
It starts with bidding on a keyword
Keyword “laptop” in 24 hour day
$0.25 bid
5am 5am 5am 5am 5am6am 8am 9am 10am
11am 5am 5am 5am 5am12pm 1pm 2pm 2:30p
3pm 5am 5am 5am 5am3:40p 4pm 5pm 5:15p
5:20p 5am 5am 5am 5am6pm 9pm 10pm 11pm
Most advertisers set a
max bid price based on
a once a day average
bid.

6.
However, the optimum bid varies based on the real-
time marketplace and your competition
Conversion rate is
low, lower bid is
ok
ROI goal will be met if
higher bid is placed
Keyword “laptop” in 24 hour day
$0.25 bid
$0.10 5am 5am 5am 5am$0.10 $0.05 $0.06 $0.15
$0.20 5am 5am 5am 5am$0.21 $0.18 $0.15 $0.19
$0.05 5am 5am 5am 5am$0.10 $0.25 $0.20 $0.26
$0.30 5am 5am 5am 5am$0.49 $0.35 $0.30 $1.25

7.
High-Frequency bidding changes the game
Keyword “laptop” in 24 hour day
$5 CPA
Goal
$0.10 5am 5am 5am 5am$0.10 $0.05 $0.06 $0.15
$0.20 5am 5am 5am 5am$0.21 $0.18 $0.15 $0.19
$0.05 5am 5am 5am 5am$0.10 $0.25 $0.20 $0.26
$0.30 5am 5am 5am 5am$0.49 $0.35 $0.30 $1.25
Based on your
business
goals
Real-time data modeling
determines the optimum
price to pay at specific
times throughout the
day
In the high-stakes world
of paid search, you
need to adjust
frequently and iterate
aggressively

8.
Once-A-Day Bidding vs. High-Frequency Bidding
High Frequency Bidding
● Adjust bids to market changes
throughout the day
● Frequent testing
Old Way
Pay the average
$0.25 bid
$0.25 5am 5am 5am 5am$0.25 $0.25 $0.25
$0.25 5am 5am 5am 5am$0.25 $0.25 $0.25 $0.25
$0.25 5am 5am 5am 5am$0.25 $0.25 $0.25 $0.25
$0.25 5am 5am 5am 5am$0.25 $0.25 $0.25 $0.25
$0.25
$5 CPA
Goal
$0.10 5am 5am 5am 5am$0.10 $0.05 $0.06 $0.15
$0.20 5am 5am 5am 5am$0.21 $0.18 $0.15 $0.19
$0.05 5am 5am 5am 5am$0.10 $0.25 $0.20 $0.26
$0.30 5am 5am 5am 5am$0.49 $0.35 $0.30 $1.25

9.
High-Frequency Bidding delivers 20%+ average uplift
Revenue After Search Costs Search Costs

10.
See the difference
What can High-Frequency Bidding
do for your paid search campaign performance?
Contact us at sales@campanja.com
To calculate the difference out, visit http://campanja.
com/savings-calculator/