Advanced Revenue Attribution for Paid Search From ClickEquations Drives Smarter Bidding Decisions

Conshohocken, PA (PRWEB) May 19, 2009

ClickEquations, a paid search management platform for large advertisers and search agencies, now supports four different ways to assign the credit or revenue from an online conversion event to their paid search keywords. Any advertiser can now choose the allocation model that most accurately reflects way their clients and keywords interact, which results in smarter keyword bids.

Revenue allocation is important because many online shoppers visit a website multiple times before they 'convert' (make a purchase or signup for something). If they click on different keywords before each visit the paid search software has to decide how to allocate the revenue between those keywords.

While AdWords and most other paid search software use a simple default 'last-click' attribution method, many people believe this doesn't properly value the role various keywords play in generating a conversion.

"Paid Search advertisers are learning that making bidding decisions based on the over-simplified view of user behavior that the search engines and most PPC reporting tools provide can result in inappropriate bids - and sometimes cause keywords that were actually driving revenues to be paused or deleted," said Craig Danuloff, President and Founder. "With more sophisticated revenue allocation advertisers get a better view of performance which allows them or their bid rules to make much smarter bidding decisions."

ClickEquations' four supported methods are:

• Last-Click: The default method. All revenue is credited to the last paid search keyword in the clickpath.
• First-Click: All revenue is credited to the first paid search keyword in the clickpath.
• Linear: Revenue is equally divided among each paid search keyword in the clickpath.
• Weighted: Revenue is allocated across each paid search keyword in the clickpath based on their mathematically determined contribution to the conversion.

While ClickEquations customers can only choose one allocation model at a time, they can freely switch between the various models to see the historical impact. And ClickEquations Analyst allows them to directly see and compare the differences between the various models for any keyword.

ClickEquations introduced advanced attribution as part of its May 2009 release, which also included: multiple conversion events, bulk editing, cost-per-lead (acquisition) bidding algorithms, Google Checkout support and other features designed to help advertisers and agencies manage high spend paid search campaigns. Read the full feature list at http://www.clickequations.com/ppc/release-notes/may-2009/

About ClickEquations:
ClickEquations is a powerful paid search platform that enables advertisers and agencies to manage large paid search campaigns more effectively and efficiently. ClickEquations combines access to Google, Yahoo!, and MSN campaigns in a single, intuitive web interface with bid management, campaign editing and reporting features. ClickEquations Analyst, an advanced Excel plug-in, provides analytics depth and flexibility as well customizable and sharable reports and dashboards.

Founded in 2006 and located outside of Philadelphia, PA, ClickEquations is venture-capital backed and run by a seasoned management team. More information is available online at http://www.clickequations.com.

Contact
Alex Cohen, Marketing Manager
866-360-0220

ClickEquations
555 North Ln. Suite 6040
Conshohocken, PA 19428

http://www.clickequations.com

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