Rob Cooley, OptiMine CTO, has penned an article for Adotas. The subject, choosing the best keyword bidding method, is becoming a hot one among paid search professionals.
The bidding landscape has been evolving for a number of years. What started with rules-based approach has progressed through local optimization to global optimization. Until recently, however, global optimization was only achievable by clustering keyword data. As you move from the head into the tail conversions become fewer and aggregating the data from, potently, thousands of keywords is the only way to have enough to build reliable models.
Read the article to learn why individual keyword-level modeling is driving dramatic financial performance improvement for those who are using it.