Hope Is Not A Marketing Strategy

We passionately believe that online advertisers need automated analyses and advanced reporting to deliver optimum paid search management and performance. Why?

• Paid search management and performance is constantly being impacted by open positions, turn over and resources in training
• Paid search priorities need to be reported on and managed consistently, even during times when resources are constrained or non-existent
• Paid search priorities can be forecasted and managed as a business activity rather than a position (for example, when online advertisers can foresee paid search priorities accurately and precisely, they have the option of cross-training or using temporary resources to insure consistent paid search results)

Search engine advertising accounts provide the ability to export campaign, ad group and keyword performance data to spreadsheets or database programs for analyses. Exported performance data tends to be rudimentary and static. Unfortunately, the process of analysis is also typically highly time consuming and requires experience and expertise to weigh results, assess priorities and implement changes.

The second most commonly used tools are automated bid management systems which detect changes in keyword performance due to changes in cost-per-clicks, changes in ad position and conversion rates. These systems actively manage bidding and take corrective action based on a pre-determined set of rules or in some cases sophisticated portfolio modeling algorithms.