September 17, 2009
Traditionally, search marketers base their search results on a “last click wins” basis. This means that the last click a consumer makes always gets attributed the sales revenue or conversion, regardless of how many other searches were made prior. The result is that brand terms often appear hugely profitable and costly generic terms appear to offer an extremely low ROI, if any at all. This makes it difficult to correctly classify “head” vs “tail” terms.
To combat this discrepancy, whenever we estimate performance for a keyword, we also calculate a confidence interval related to that prediction. When the confidence interval is too large, it means the prediction is useless (typical for keywords with very low traffic). We then need to aggregate in a relevant way (which is usually different from the way keywords are structured in ad groups) to get a critical mass of stats.
For this reason, we offer two different algorithms for automated bid management: Read the rest of this entry »
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SEM, Trends, eSearchVision General, paid search, search engine marketing | Tagged: bid management, core, heads, long-tail, paid search, SEM, tails | 
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Posted by esearchvision
September 3, 2009
Many advertisers and agencies looking for an SEM Campaign Management technology are taking advantage of testing platforms before moving into a long-term contract. This makes a lot of sense.
The question though, is how to know if a test is successful.
Criteria for success fall into two categories: Usability and Performance.
Usability
Pros: You can get a sense very quickly of whether the platform fits your day-to-day management needs. Is the platform fast-loading, intuitive, and flexible? Does it cut down the number of hours typically spent doing routine work? Does it provide easy access to reports and the ability to manipulate large chunks of data with minimal struggle? Within a couple weeks of a test, you will naturally get a good sense of whether the technology is making your life easier or more stressful. Read the rest of this entry »
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Posted by esearchvision
