What is High Bid Test?

The High Bid Test is an online marketing approach known for being instrumental in reaching new crowd niches using advertisement.

The concept identifies how to expand your ad's reach by increasing your bid beyond an established or recommended value. It was designed in the early era of online advertising, when platforms like LinkedIn recognized that different audience segments might only react or be exposed at different bid levels.

The theory behind this strategy is pretty straightforward - once you've tapped out your regular audience with a consistent bid, bumping it up can unlock a whole new market demographic. You've essentially squeezed all you can from your current bid, and now you want to intrude on new territory. The High Bid Test is especially crucial when driving 'traffic' is the goal, because it's all about expanding visibility and getting your advertisement in front of an untouched sector, thus driving more people to your site or product.

Examples of High Bid Test

  1. A shoe company wants to present their latest collection to a broader audience. They increase their established LinkedIn bid, resulting in their new product line being displayed to fashion enthusiasts who previously were out of reach.

  2. A software company feels like it has saturated the IT professional market on LinkedIn. By upping their bid, they can now reach managerial and decision-making professionals, potentially increasing their software sales.

  3. A local restaurant wants to increase its reach to attract food enthusiasts in the area. By applying the High Bid Test and bidding higher, it broadens its advertisements to include all food lovers in the vicinity who might not have seen their ads before.

  4. A university wants to attract more students to a newly launched course. By boosting the LinkedIn bid over the usual range, the ad becomes visible to a whole new group of potential students.

  5. An online course seller, after having successfully reached freelancers and individuals, decides to aim for corporate clients. By applying the High Bid Test, they manage to present their advertisement to HR and training managers.

Marketing Tactics Similar to High Bid Test

  1. Cost Per Click (CPC): You pay only when someone clicks on your ad. It's aimed to drive interested audiences towards your webpage, similar to raising bids to reach more people with the High Bid Test.

  2. Cost Per Impressions (CPM): With this, you pay every time your ad gets 1000 views. It's like the High Bid Test where you pay more to display your ad to more people.

  3. Cost Per Action (CPA): You pay only when a certain action (like a sale or sign-up) takes place. It shares the goal of driving traffic with the High Bid Test but the measurement of success is different.

  4. Dynamic Keyword Insertion (DKI): This strategy automatically updates your ad text to include one of your keywords that matches a customer's search terms. It is like the High Bid Test as the purpose is to draw attention and encourage click-through.

  5. Retargeting: You specifically target people who have already visited your website or have shown interest in your product or service. While not exactly like the High Bid Test, the goal of driving more traffic to your website remains the same.

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