Search marketers should spend some time getting to grips with bidding methodology as it can make a significant difference to campaigns, according to one expert.

In an article for industry news website Search Engine Land, Brad Geddes, search specialist and blogger, said that "changing bids by time of day and day of the week" could have a positive effect on campaigns.

However, he added there were some provisional steps that search marketers should take if they want to maximise the effect that changing bid details can have.

"First, you must know your audience to determine how they are interacting with your website. Secondly, you need to collect enough data to form an effective picture of how individuals interact with your website."

He concluded, however, that the most important element involved was segmenting data so that when it comes to making a decision about spending it is the right one.

"Consumers are searching when it fits their daily routines. Are you spending money effectively at the correct times?" he asked.

Google AdWords and Microsoft adCenter have the facility to change bids in this way.

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