DoubleClick Search Bid Rules
Initially, we identified and added 13,120 long-tail Keywords to the account. To ensure bids were aggressively optimised, we utilised DoubleClick Search Positional Bid rules, which gave us up to 2 bid changes per hour across the entire build!
This allowed us to effectively identify the trade-off between click conversion rate and average position through extensive testing. Effectively, the higher the position that the click came in, the more likely it was to convert. We were able to identify an optimal position, in terms of CPA, that balanced click price and conversion rate.