PPC Bid Management is Antiquated

Pete Prestipino — Tue, 03 Aug 2010 15:30:00 GMT

A PPC Summit survey reveals that pay-per-click (PPC) advertising platform vendors and their customers are experiencing significant shifts in paid search marketing strategies. It's no longer just about bid management.

The 2010 PPC Management and Optimization report profiles 14 PPC management and optimization vendors that have traditionally been categorized as "bid management" vendors. The report also includes the results of in-depth interviews with the vendors and 27 of their agency and enterprise customers.

The results? Only two of 14 vendors profiled in the report consider "bid management" an accurate characterization of their product offerings. The other 12 say bid management is only part of what they do because their products now provide considerably broader functionality. Although the breadth and depth of features varies from vendor to vendor, there are now three fundamental feature sets that include bid management, campaign management, and reporting.

"Historically, bid management has been focused on optimizing position and keyword costs but it has become clear that other factors affect overall ROI and competitiveness," said Lisa Morgan, the report's principal analyst. "Although position and keyword costs remain important factors, search marketers also want to drive process and integrated marketing efficiencies."

Kenshoo Unveils Next Gen Portfolio Bid Optimization for SEM's

Pete Prestipino — Thu, 04 Jun 2009 15:10:00 GMT

Search marketing platform Kenshoo announced hybrid bid management capabilities for its search engine marketing management platform.

Most noteworthy are the advanced forecasting capabilities which enable search marketers to predict profits, revenues and traffic over a range of possible budgets. This new visibility into future performance allows marketers to understand different scenarios, visualize sensitivities and improve decision making.

"Years of combined experience in advanced statistical theory have gone into crafting our new optimization system and we could not be more pleased with the results from our 6 months of testing. We are at the forefront of solving a highly complex time-series optimization problem and are excited to be delivering competitive advantage to our customers" says Nir Cohen, Kenshoo CTO.

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'Net Features : bid management

PPC Bid Management is Antiquated

Kenshoo Unveils Next Gen Portfolio Bid Optimization for SEM's