Do you need to work with six different vendors to attach each puzzle piece? <\/li>\n<\/ul>\nEvaluate your appetite for a heavy lift and how you can set smaller goals to reach full value-based bidding. Can you set up value-based bidding using only online tags to start?<\/p>\n
I’d offer that most of your customer journey on your website or in your ads is helpful to inform value-based bidding. <\/p>\n
You’ve set up a great user experience online for your customers to find you (paid ads), reach you (your contact information is listed somewhere, I’m sure – if not, please make sure it is!), and raise their hand showing interest in your company (a lead form, a phone call, an appointment booking, and so forth). <\/p>\n
Anything outside the web for the majority of these industries (a closed booking, showing up to an appointment, scheduling a follow-up meeting) will happen more naturally and at higher rates by strengthening the online footprint using value-based bidding.<\/p>\n
Embracing what sets your industry and business apart<\/h2>\n
The shift into more automated bidding and the emergence of value-based bidding as an option for many verticals come with both headwinds and tailwinds. <\/p>\n
Any businesses considering shifting to value-based bidding but wary of the effort or setup should zoom out and consider the strategies outlined above to start their journey towards bidding to value. <\/p>\n
The future of advertising will only get more automated in exciting ways, so ensure the “best practices” work best for you before they are no longer optional and\/or continue to evolve. <\/p>\n
\nContributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n
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