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Large Scale Bid Management
by Sheara WilenskyFiled under: Pubcon 2007 Las Vegas
The PPC programs from the Search Engines have grown more complicated and robust over the years. The amounts of variables have increased as it relates to ad text, bidding, budgeting, targeting, positioning, and distribution. While some small and well-structured campaigns can run with little or no maintenance, the challenges for managing large scale PPC campaigns across multiple channels compounds daily. This session examined real life examples of large scale bid management, techniques, and tools.
Moderator: Ken Jurina
Speakers:
Jon Kelly, President, SureHits
Kevin Lee, Executive Chairman, Didit.com
David Rodnitzky, Vice President of Advertising, Mercantila
Jon Kelly, First Speaker:
When managing a large scale PPC campaign, there are 3 key actions to look at:
1. Calculate click value –if you don’t know what its worth, don’t know what to bid
2. Reward the users choice
3. Watch your campaign data.
Click value: probability of conversion, value of conversion.
The higher the probability the click turns into a lead, the more value the click has.
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