Acting on Shifts in Ad Position
Marin Software has released PositionLock, a technology that automatically adjusts keyword bids intraday so that advertisers can maintain a specific ad position.
It's well-documented that upwards of two-thirds of clicks on the first page of search ads occur on the top position. When it comes to more competitive keywords, it's a neccessity for advertisers to constantly monitor their bids. The new solution hopes to provide search marketers with greater controlby sensing shifts in ad position and changing keyword bids automatically to preserve their preferred position.
"The top ad position is as much about performance marketing as it is about branding. Advertisers not only enjoy an increase in clicks but also incremental view-through traffic," said Matt Ackley, chief marketing officer at Marin Software.
"A drop in position, particularly with highly competitive keywords, could carry a meaningful impact on revenue. PositionLock lets marketers maintain a degree of control previously unavailable to them, and is the latest in Marin Software's continual effort to empower advertisers with game-changing technology."