Pay per click (PPC) Bid management

Why use PPC Engines?

With all major engines now using some form of pay-per-click (PPC) listings, the need to take advantage of this type of online marketing has never been greater. Search engine marketing is the without a doubt the most important form of online marketing today. Being properly listed to a prospect for a specific search query is the strongest way to draw in qualified visitors. And no one is better equipped to handle your PPC bid management than USWeb.

Overture = Yahoo!, MSN, and Lycos, AltaVista, and Excite.
Google AdWords = Google and AOL
Sprinks = Cnet, About.Com

Why worry about PPC Bid Management?

PPC Bid Management, if properly done, provides one of the easiest ROI analyses in online marketing. By individually tracking the effectiveness of each keyword and time of day, as well as the effectiveness of individual creative copy, you will quickly be able to turn PPC engine marketing into a viable, ROI based marketing campaign.

One challenge in PPC search marketing is the inherent lack of discretion that comes with your bidding. Your competitor can see the words you are bidding for, and the price you're willing to pay. Every click costs money, therefore by tracking IP's and using cookies a good PPC bid management campaign can save you thousands in accidental or fraudulent clicks. How much can you save today with the proper tracking?

Why use USWeb for PPC Bid Management?

Managing a PPC campaign can be incredibly time consuming , and potentially costly. USWeb works with you to meet your target cost per acquisition (CPA) goals. By leveraging the same methodology, and technology as we use for our Search Engine Optimization service, USWeb is able to determine the best keywords for your business, and manage their click prices to take advantage of bid gaps and meet your goal. By leveraging USWebs' Contextual Marketing Network, USWeb is also able to determine your competitor's highest converting keywords.

Consistent performance analysis from USWeb will help refine your keyword and copy selections to extract the highest ROI from your PPC search engine campaign. By combining USWeb's other Online and Search Engine Marketing strategies, you will see the results that you're looking for.

Paid Placement is done by auction and performance based search engines. You bid for each keyword, but placement can also based on your click through rate

USWeb's PPC Bid Management system, Maestro, is the only system to fully automate the functions of search engine campaign management, providing all of the following capabilities:

• Bid optimization is the real-time adjusting of bid prices and search positions based on feedback CPO/CPA (Cost Per Order/Action) data in order to maximize the desired effect for each keyword while maintaining a target cost or spend. Translated, it places each keyword at the best spot possible getting the advertiser the most bang for the buck.
• Rapid Response Predictive Bidding (RRPB) RRPB expands Maestro's real-time bidding by making keyword adjustments in advance of known changes in conversion behavior. Our predictive modeling technology allows our clients to stay ahead of the curve and beat their competitors to the punch every time. With "Inclination Bidding" at it's core, RRPB methodology uses statistical methods to segment keyword conversion rate data into inclination categories based on a 24 hour 7 day per week cycle. Combining this data with our real-time CPA/CPO data enables the Maestro system to make the bidding changes necessary to capitalize on the changing search environment. The RRPB system dramatically increases our client's campaign effectiveness.
• Automated Listing Performance Testing. Each listing (keyword landing page combination) is tested every hour to insure that it is performing optimally. If a listing has not performed adequately it is removed from the engine. However, the listing is periodically re-entered and tested to insure that no sales or action opportunity is lost.
• Automated Budget allocation between media. Not all listings or search engines are created equal. A listing that works at some level on one engine may perform better or worse on another. Therefore, one of the most important aspects of our system is its ability to dynamically allocate our clients ad spend between the engines, spending the money where we're getting the best results.
• CPO Performance tracking based on Historical and Real-Time Observations. The core of our system is it's ability to accurately track orders or actions generated on our client's sites and use that data to make automated decisions. Those decisions are not only based on real-time data, but also on past behavior. This powerful combination of real-time and historical data allows our system to react in advance of day/night and seasonality effects in order to maximize our client's results.
• Order and Action Maximization. The end result of a campaign that is managed by our Maestro system is the assurance that our clients are generating every profitable order possible from the entire search engine space. With this knowledge, they are free to pursue other areas for potential online growth.

Thousands of dynamic factors affect the performance of SE advertising, creating a problem too complex for manual optimization. Maestro is the only solution to automatically detect and apply the appropriate factors when determining the best placement for each of your listings affecting overall campaign performance.

USWeb's PPC Bid Management system typically improves our clients' bottom line by 20% to 200%!!

Contact USWeb today for information about how to streamline your PPC Bid Management efforts.