The OptiMine team is committed to sharing its knowledge and insight with the entire community of digital marketers in a way that is analytical, educational and, at times, provocative. Our goal is to have people look, think and talk about issues from a perspective that may not be their own.
All we ask is for you to enjoy the content and contribute to the discussions.
Paid-search bid optimization comes in two flavors: rules-based and model-based. Within the broad realm of model-based optimization, you’ll find three common methods: global cluster-level modeling, local keyword-level modeling and global keyword-level modeling. Each has pros and cons and each offers various degrees of performance improvement.
If you’re not certain what method you’re using currently, or are considering changing what you’re doing, you’ll want to read this white paper for an overview of these different optimization approaches and their relative strengths and weaknesses.
Automation is essential for online advertisers running large, complex paid-search campaigns. Unfortunately, most automation systems for paid-search advertising are black-box solutions with limited transparency and control. Visibility into what the software is doing and why, not to mention the ability to override system decisions, ranges from difficult to impossible.
“Open the Black Box” discusses the importance of automation, transparency and control, and how to find a paid-search solution that will deliver all three.
Nearly every digital advertiser engages in bid testing, which in its simplest form means changing a bid and observing the results. Since the results can’t be known ahead of time, advertisers are in effect testing the new bid’s predicted performance against the actual outcome.
But simple bid testing is not the same as structured bid testing. This is an important distinction. A structured bid testing methodology involves a set of controlled, incremental bid adjustments with the purpose of discovering a keyword’s “sweet spot” — the best bid for a specific ad, keyword and budget combination all aimed at achieving the advertiser’s global financial goal.
The OptiMine Blog
Our place to share the latest news and developments about OptiMine Software as well as commentary on trends and events in the digital marketing industry.