We can use four keyword match types for PPC campaigns: 1. Broad: Display your ad if your Keyword is anywhere in the Search term 2. Phrase: Displays your ad only if Search Term and Keyword are in the same order 3. Exact:  Displays your ad only if the Search Term exactly matched with the Keyword 4. Negative: Your ad will not be displayed if a negative Keyword is included in a search term. These keywords help us control broad and phrase match keywords. We can use Negative keywords in all Broad, Phrase and Exact match types. Glossary Search Term: word used by the user Keyword: word bid on by the advertiser The grid below will help you understand the various terms used by the top three search engines: Read more...

A significant portion of the process of managing PPC campaigns is keyword bid management. The sheer volumes of keywords, its interaction with each other and the highly competitive search engine bid environment makes it a challenge worth automating! The Position2 AutoBid Engine can predict keyword positions for each bid and provide recommendations to maximize the revenue. This short article covers the overall framework of our engine. Most companies start off its bid management with a heuristic rule based bidding model. The next level is adding statistical and probabilistic analysis to the historical  information. The biggest challenges in this are:

Identifying variables to model and how each of these variable have a effect on other models? This include - Conversion rates, click through rates ... Read more...