{"version":"1.0","provider_name":"The Web Authority","provider_url":"https:\/\/www.mccordweb.com\/weblogs","title":"AdWords Preferred Cost Bidding Analysis | The Web Authority","type":"rich","width":600,"height":338,"html":"<blockquote class=\"wp-embedded-content\" data-secret=\"47Cq0M07cK\"><a href=\"https:\/\/www.mccordweb.com\/weblogs\/2007\/05\/07\/adwords-preferred-cost-bidding-analysis\/\">AdWords Preferred Cost Bidding Analysis<\/a><\/blockquote><iframe sandbox=\"allow-scripts\" security=\"restricted\" src=\"https:\/\/www.mccordweb.com\/weblogs\/2007\/05\/07\/adwords-preferred-cost-bidding-analysis\/embed\/#?secret=47Cq0M07cK\" width=\"600\" height=\"338\" title=\"&#8220;AdWords Preferred Cost Bidding Analysis&#8221; &#8212; The Web Authority\" data-secret=\"47Cq0M07cK\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script type=\"text\/javascript\">\n\/* <![CDATA[ *\/\n\/*! This file is auto-generated *\/\n!function(d,l){\"use strict\";l.querySelector&&d.addEventListener&&\"undefined\"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!\/[^a-zA-Z0-9]\/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret=\"'+t.secret+'\"]'),o=l.querySelectorAll('blockquote[data-secret=\"'+t.secret+'\"]'),c=new RegExp(\"^https?:$\",\"i\"),i=0;i<o.length;i++)o[i].style.display=\"none\";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute(\"style\"),\"height\"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):\"link\"===t.message&&(r=new URL(s.getAttribute(\"src\")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener(\"message\",d.wp.receiveEmbedMessage,!1),l.addEventListener(\"DOMContentLoaded\",function(){for(var e,t,s=l.querySelectorAll(\"iframe.wp-embedded-content\"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute(\"data-secret\"))||(t=Math.random().toString(36).substring(2,12),e.src+=\"#?secret=\"+t,e.setAttribute(\"data-secret\",t)),e.contentWindow.postMessage({message:\"ready\",secret:t},\"*\")},!1)))}(window,document);\n\/\/# sourceURL=https:\/\/www.mccordweb.com\/weblogs\/wp-includes\/js\/wp-embed.min.js\n\/* ]]> *\/\n<\/script>\n","description":"You&#8217;ve probably seen this new type of bidding in your account by now &#8211; preferred cost bidding versus maximum cost per click bidding. But should you use it? I tried the settings on my own account for a week and this is what I found. I got: 25% less clicks16% less impressions8% less click throughsa 4% higher overall average cost per clickI spent 5% more overall For me preferred cost bidding increased my costs and decreased my performance. When would I even consider using preferred cost bidding?If you have a product that you are selling online that is a set price and you want to have a set advertising cost to hard code in for your ROI equation, then I feel preferred cost bidding would be right for you. Would I recommend other advertisers change to preferred cost bidding. You may want to try it like I did, but Google did not make a billion dollars in profit last quarter for nothing. I just don&#8217;t think that this new option will replace the maximum Cost per Click bidding that is used more frequently. I think that in the long run to have a set average bid will cost you more and not deliver the clicks and impressions that you want when tested over time."}