Decrease CPC for brand queries in Google Ads

The event is built on the hypothesis that because the auction of an ad placement lacks transparency, the auction can heat up unpredictably fast (simply put, the placement will charge as much per click as you allow it to). At the moment, the only relatively accurate measure of the purchased volume for Ads in K50 is actually the Percentage of impressions above the search results. For example, if 9 out of 10 impressions for brand queries are in premium placement, we consider it an acceptable result. For that, we need to keep the share of impressions above the search results between 90% and 97%:

  • If the share of impressions above the search results for the phrase is more than 97%, we reduce the bid by 10%

  • If the share of impressions above the search results for the phrase is less than 90%, we raise the bid by 10%.

The event is executed once a day. It is important to consider the statistics for low-frequency branded phrases (which may not be included in search queries every day) and also the fluctuations in the auction for the previous day. So, we check the share of impressions for the 14, 7, 3, and 1 day.