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Ad Copy Recommendations ad optimization Bid Recommendations Geo Target Optimization Google optimizes Keyword expansionA few weeks ago I mentioned that we were looking for a new bid management solutionfor our Pay Per Click channels. We finally found a solution that met all our business needs. We decided to go with Omniture’s Search Center for our Pay Per Click Bid Management solution. Search Center offers many benefits over our current bid management software, KeywordMax. Here are a few of the features that make Search Center worthwhile.
Alerts
Provides alerts and reports on suspicious keyword activity based on defined thresholds.
This can help you detect suspicious keyword activity early on and possible get refunds as a result.
Rule Builder
The Rule Builder provides a library of best practice bidding strategies. You are also able to specify custom bidding rules.
Day Parting
Ability to perform sophisticated day parting. You can specify which bid rules are ran for individual time segments.
Centralized Access
Search center gives you the ability to manage Google Adwords, Yahoo(Overture), ASK, and Looksmart.
Easy to import your Keywords into Search Center
Search Center imports the categories, subcategories and keywords and mirrors the campaign structure within their interface. This ensures consistency across marketing channels. This will speed up campaign maintenance and help all team members understand the campaign layout structures.
API Access
Search Center provides the ability to access their interface with our in-house applications.
Pricing
Depends on your negotiating skills.
I’m currently researching for a new bid management solution. Below are a few solutions that I have experience with. There are many bid management software which may be suitable for one advertiser, but every advertiser has unique needs. Some of the factors that will influence your decision are costs, features, and usability.
KeywordMax
Pros
Low pricing
Web based
Manages both Google Adwords and Yahoo Search Marketing accounts
Has performance based bid updates (CPA)
Bid jamming options
Cons
Inefficient way of downloading keywords from Pay per click engines, this is very inefficient for advertiser with hundred of keywords and complex campaign structures
Does bid updates hourly
Unfriendly interface and customer support
Really slow system
BidMaximizer
Pros
Very low pricing
Web based
Has performance based bid updates (CPA)
Bid jamming options
Mirrors campaign organization of keywords from Adwords and Overture
Does bid updates in half hour increments
Cons
Resides on local computer
Atlas OnePoint
Pros
One of the best solutions out there
Webbased
Has performance based bid updates (CPA)
Bid jamming options
Compatible with Adwords, Yahoo Search Marketing and many other paid search engines
Cons
Too expensive
Yahoo Search Optimizer
Pros
Overture owned software
Webbased
Has performance based bid updates (CPA)
Free for select advertisers
Cons
Unreliable reporting
Only works for Yahoo Search Marketing
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