Blog: Tag: Paid Search
I tweeted about this article earlier today, but think it deserves a bit more attention. Five Reasons PPC Search Beats PPC Social was authored by Kevin Lee of Didit and makes a solid case for exploring, but not getting overly excited about the potential for social PPC.
Adobe has announced they have tapped OptiMine to provide keyword performance predictive analytics for SearchCenter+. You can read the press release here.
A few months ago OptiMine published its first white paper, "Achieving the Gold Standard in Paid Search Bid Optimization". In it, OptiMine CTO Rob Cooley made the case that using global keyword-level modeling to optimize keyword bidding is superior to other modeling techniques a that employ clusters. The reason, quite simply, is that keyword-level modeling treats each and every one individually, regardless of the number of keywords.
The guys with the green eye shades have been locked down crunching the numbers and the report is in: 2012 has been a year of growing momentum for OptiMine Software. From spend under management, to keyword counts and trial results, OptiMine's growth is on an upward trajectory
The following is the first in a series of interviews conducted with OptiMine CTO Rob Cooley. In this series we will dive deep into one of the biggest challenges facing advertisers today; measuring the cross-channel value of their digital ads. Each installment will focus on a different aspect of the issue and include Rob's insight and analysis. In our first interview, we layed the foundation through a discussion of the importance of measuring cross-channel value. Rob also offered two ways advertisers can think about the problem--indirect marketing & direct marketing--both of which are rooted in traditional, offline, advertising strategies. To be sure, online advertising is a different beast, with characterisitics that fit in both paradigms and Rob explores both in this segment.
Q: How does OptiMine define cross-channel value?
A: What we’re really after is cross-ad value.
Early funnel ads such as display, Facebook, and other social ads do not generate many direct conversions. On the rare occasions when there is a click that results in a conversion, measuring that value is very easy. What is more difficult to measure is the effect upper funnel ad impressions have on the conversion performance of lower funnel ads such as search and retargeting.
But the impact of one on another does not always happen across channels. In fact, intra-channel effects are not unheard of, so what we’re really measuring is cross-ad value.