PPC Bid Management is an "Antiquated" Category, Report Finds

• 

“Historically, bid management has 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.

Port Townsend, WA (PRWEB) August 3, 2010

A recent survey of pay-per-click advertising platform vendors and their customers released today by PPC Summit reveals significant shifts in paid search marketing strategies. Among them, bid management, which historically has been the cornerstone of paid search optimization, has become just one of many elements affecting the effectiveness pay-per-click (PPC) advertising programs. In line with the shift, vendors are expanding their product offerings and search marketers are altering their paid search strategies and practices.

"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."

The 2010 PPC Management and Optimization report profiles 14 of the leading 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.

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.

The expanded feature sets are typically integrated so the data collected for reporting purposes can be used to optimize bid, position, ROI, margin and other important factors. The feature expansion is also affecting what paid search functions are being automated and to what degree, and it is allowing for more granular forms of conversion attribution so marketers can maximize the ROI of paid search programs as well as the ROI of paid search programs in relation to online and offline marketing programs. According to the report, the expanded functionality matters to customers because it enables them to achieve greater efficiencies at more levels that individually and collectively improve bottom-line results.

Report Available Now
The 2010 PPC Management and Optimization report is available immediately in two versions: The Professional Edition for paid search practitioners and the Executive Edition for executives and managers who oversee paid search programs.

The Professional Edition, which is more than 150 pages long, is available for $399. It includes a lot of direct quotes from the 41 organizations interviewed as well as in-depth information about tool acquisition processes and outcomes. The Professional Version also includes tips for more effectively identifying and selecting paid search tools.

The Executive Edition, available for $299, is a summarized version of the same information designed for fast readability and streamlined decision making. The Executive Version includes tips for more effectively approving and overseeing the purchase of paid search tools.

Both versions include detailed profiles of the vendors and their products, as well as an in-depth buyer's guide that provides a comparative view of features.

"The front portions of both reports provide thought-provoking contexts that help search marketers and their managers make more informed buying decisions," said Mary O'Brien, President of PPC Summit. "This is unique in the industry as are the perspectives and some of the concepts presented in the report."

To purchase the reports or to download a complimentary report preview, go to 2010 Pay Per Click (PPC) Management and Optimization report.

About PPC Summit
PPC Summit is the leading search engine marketing and social media conference dedicated to bringing Internet Marketers the latest strategies, insights, and techniques during two days and 27 expert-led classes in Los Angeles on Sept. 21-22, 2010. The in-depth educational sessions cover all aspects surrounding: search marketing, search engine optimization, and social media best practices.

About Strategic Rainmakers
Strategic Rainmakers, LLC is a management and marketing consulting firm that helps organizations meet their strategic business and marketing goals. Its services include in-depth research, marketing consulting, content development, and strategic initiatives, among other things. Past and present clients include vendors, service providers, event producers, publishers, and associations.

Contacts:
Mary O'Brien                
President, PPC Summit                
mailto:mary@ppcsummit.com            
360-632-2186                

Lisa Morgan
Report Principal Analyst and CEO, Strategic Rainmakers, LLC
mailto:lisa(at)strategicrainmakers(dot)com
831-372-2381

###

PDF Print