What Happens When You Increase CPCs

With AdWords paid search, doubling your bid price moves your ad higher up the page where you’ll get twice the CTR (mileage will vary obviously, and this doesn’t work if you’re already in top ad position).

So you’ve doubled your traffic volume.

THEN, because there are less advertisers competing for the higher ad positions (because they can’t afford the higher CPCs), your ads show more often in that higher ad position. Let’s say twice as often (aka your Impression Share has doubled).

So...

What Happens When You Increase CPCs

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