Do you Think Bid Management is Simple? Think Again...

On the surface PPC bid management seems to be about reducing bids for keywords that do not hit your targets and increasing bids for those that do. The reality though is far more complex.

It is quite possible that the fundamental objective of your PPC (Pay per Click) campaigns is to drive the most relevant traffic to your site. It is also quite likely that you want these searchers to take certain actions on your site that add value to your marketing and sales efforts. These actions or conversions can be a sale/purchase, a whitepaper download, a form fill etc...

Needless to say each of these actions has ... Read more...

Is it true that we have to set a CPC bid limit when we’re using automatic bidding? The above question will be answered in the following paragraphs. With automatic bidding, the Search Engine Marketing systems (like: Adwords, Adcenter & Search Marketing) adjust the bids automatically to earn the most clicks possible within the given budget. It isn't possible to set a specific CPC bid. However, we can set an upper limit on the CPC bids for the entire campaign. This is the CPC bid limit. Specify a bid limit and the Search Engine Marketing system will never bid over the specified limit for any single click. If it's important for us to control the cost of individual clicks on our ad, it's good ... Read more...

We have been using our proprietary automated bid management software for over a year now and we’ve seen a vast improvement in productivity metrics and campaign results. Earlier most of the time we spent on an account used to be on bid management and reporting. Now that time has been reduced by over 30%! And we’ve been able to squeeze out more value from accounts that had hit a plateau. Although the overall interest in bid management software seems to have waned over the last few years, there still seems to be a lot of debate online about the need for automated bid management. Interest Over Time for ‘bid management software’ | 2004 - present

There are those ... 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...