Premium paid Search Tendering solution: must be capable

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In the highly competitive pay-for-search field, advertisers rely on sound bidding strategies to drive clicks and conversions, and ultimately earn more revenue. However, business and bidding require significant changes in various industries, publishers, equipment and geographies to create a highly complex auction environment.

In order to address the complexity of this problem and meet bidding requirements, search engine marketing, lean multiple proprietary, distributors and third party bidding schemes calculate the best bids. Unfortunately, the solution is characterized by six core attributes identified last month, with few addresses adding extra layers to the bidding complex business needs.

Today, we will identify five capabilities that not only meet these business needs, but also enable search engine marketing to perform advanced paid search bidding strategies.

1. Date excluded

Initial ad clicks and purchases, or conversion delays, between different industries and product lines. This latency range can be from the same session for several months, with a high cost of a product or service for a number of businesses, and revenue can go to anonymous clicks and spend long hours of data.

Therefore, the use of these incomplete data during the purchase price calculation, no gain maximization. To address conversion delays, search engine marketing requires a tender solution that enables them to exclude recent days from the bid calculation. Dynamically expanding or shortening the scrolling exclusion window, according to business requirements, to achieve the best purchase price calculation, based on paid search performance of a complete picture.

In addition to excluding scrolling date ranges, search engine marketing also requires tender solutions that can exclude specific dates and static date ranges. Throughout the year, brand experience increases and decreases in conversion rates and per-click Revenue (RPC) due to seasonal factors. By virtue of these performance data periods, often lead to suboptimal bidding. However, through the management of exceptions, the adoption of advanced bidding programs, search engine marketing can quickly identify outlying islands or irregular data, and exclude those dates or date ranges from bid calculation.

2. Multiple conversion types

In vertical industries such as financial services, automotive, education, customers engage with brands across numerous contact points. For example, consumers wishing to buy a new car may download a brochure, request a quote, and find a distributor before buying.

If the customer clicks into the conversion funnel through a paid search, the revenue from the sold car can be attributed back to the keyword. However, the conversion delay time of buying a car can last several weeks to several months. And if advertisers are hindered by different technologies, this offline income may never be attributed back to their paid search program.

In order to remain competitive and respond to sudden changes in the auction environment, the experience of high conversion delays in advertising must be calculated based on the bid agent conversion defined by the lifetime value.

A tender solution that can allocate revenue to one or more of the top funnel conversion types, such as brochure downloads, quote requests, reseller Locator, enables search marketing to top funnel activities to respond quickly and measure the value of the site to participate in downstream income.

3. Bid attenuation

Immediate response to paid search performance changes to make bidding solutions available to maximize conversion and revenue opportunities. However, automatic bids can sometimes be overly sensitive.

Consider a retailer that has just undergone a single purchase 20 times the average order value from a single keyword. Outlying islands performance data are not related to seasonal or cyclical behavior, are used to calculate bid conditions, inflated or deflated bids can result in suboptimal performance.

Allows damping bids for tender solutions, gives a search engine marketing control how to respond to daily bids. For example, a solution can be dialed to only increase or decrease by 20%, in the original bid will not inflate the keyword bid above the proposal.

4. Position based tendering

85% occurred at the top of the ad site click, 59% of respondents were in the first position (competition 2012). Unfortunately, in the Search Engine results page (SERP) Leaf Advertising Co., Ltd. Real estate brands are subject to rival bidding brands and other key business keywords. , bid aggressively on these terms and often do share a fixed brand click on the competitor.

In order to maximize advertising exposure by auctioning these important keywords and maintaining control over revenue results, retailers must automatically suppress rivals to replace creative best advertising positions. Flexible bidding options can be tailored to a preferred location for these types of keywords, enabling search marketing to increase or reduce bids following a competitive shift in the advertising position.

5. Predictive and performance modeling

As a business goal to transform into a brand, so do the bidding target search marketing. Whether it is a mobile conversion maximization, increased ROI, understanding paid Search click changes, cost and revenue related to these changes in the bid target requirements "best-choice" analysis.

The tender solution can be established by these predictive models, predicting performance changes, coupled with expected auction environment and historical performance data, so that search marketing continues to hit its paid search target and business goals change.

Find Right Bidding solution

The mature bidding plan satisfies two sets of requirements. At the very least, they are characterized by the need to perform the perfect paid search bidding strategy by six core attributes. However, as these strategies mature and become more complex, search engine marketing requires additional bidding capabilities, not only address conversion delays and other specific business challenges, but also provides more control over the auction environment through location-based tendering and forecasting.

Right bidding solutions offer the flexibility of advertising to get more revenue while hitting active paid search targets, and in the increasingly competitive search field, the above five competencies are essential just to complete. This article is edited by http://www.ec-cable.com, reprint please specify!

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