Today we continue excerpting "Achieving the Gold Standard in Paid-Search Bid Optimization". The last post provided an overview of paid search, setting the table for the discussion of rules-based and model-based methodologies. In addition to these two, we'll look within model-based optimization at the differences between local and global optimization. What may seem simple on the surface is really significant and dramatic in the financial impact it has on complex paid-search programs.
Achieving the Gold Standard in Paid-Search Bid Optimization" was the first white paper published by OptiMine and remains the most widely distributed. One of the reasons for its popularity is the way it distills the complex world of bid optimization methodologies into an easy-to-understand guide. Whether you are a paid-search veteran, or just starting out, the Gold Standard white paper will help you segment and understand the differences in approach and results among the various optimization techniques. Today we embark on a series of posts that excerpt Achieving the Gold Standard. We begin with an overview of paid search.
Although we at OptiMine are focused on keyword bid optimization, there are other elements you need to keep an eye on if you want to succeed in arena of paid search. One that ranks near the top of the list is Quality Score.
This is the fourth and final excerpt from “Open the Black Box”, OptiMine’s white paper about finding transparency and control in paid-search automation. You can see what you've missed by going here for part 1, here for part 2, and here for part 3. In previous installments we looked closely at the significant improvements you can realize in your paid-search programs by using an automation tool that also provides transparency and control. Today we conclude with the conclusion.
Today we bring you the third of four excerpts from “Open the Black Box”, OptiMine’s white paper about finding transparency and control in paid-search automation. If you'd like to catch up, you can go here for part 1, and here for part 2. Part 2 was about transparency and how having it adds context to the results your paid-search system is delivering. Today we take the natural next step. Understanding why a system acts is important, but, without control, you are there is little you can to do about it. That's what today's post takes a closer look at.
Welcome to the second of four excerpts from “Open the Black Box”, OptiMine’s white paper about finding transparency and control in paid-search automation. If you'd like to catch up, you can read the first excerpt here. Today we look at context which, in this case, means it's not enough to know the results your paid search system is producing if you can't do know the why behind them.
Over the next few posts I'll be publishing excerpts from "Open the Black Box", OptiMine's white paper about finding transparency and control in paid-search automation. People who mange large, complex paid-search campaigns often do so with the assistance of a tools that automate some, if not all of the processes. But automation does not guarantee a higher level of transparency and control. In fact, most automated systems are severely lacking in both areas. "Open the Black Box" shines a light on the importance of automation, transparency and control, and how to find a solution that offers all three.
A study commissioned by the IAB (Interactive Advertising Bureau) and conducted by Forrester Research shows that "advanced techniques for attributing value to digital media channels, based on specific campaign goals and detailed data analysis are replacing simplistic first and last click measures."