Google says keyword bidding is the most critical driver of paid search ROI, but to get the best financial results, you have to do it right.
Recently our own Rob Cooley, OptiMine CTO, hosted a webcast that looked at the most common keyword bidding methods, with an emphasis on how to significantly improve paid search financial results by applying the best of these:
- Rules-based Optimization
- Local Optimization
- Global Cluster-level Optimization
- Global Keyword-level Optimization
Today we continue excerpting “Achieving the Gold Standard in Paid-Search Bid Optimization”. The last post provided an overview of paid search, setting the table for the discussion of rules-based and model-based methodologies. In addition to these two, we’ll look within model-based optimization at the differences between local and global optimization. What may seem simple on the surface is really significant and dramatic in the financial impact it has on complex paid-search programs.
“Achieving the Gold Standard in Paid-Search Bid Optimization” was the first white paper published by OptiMine and remains the most widely distributed. One of the reasons for its popularity is the way it distills the complex world of bid optimization methodologies into an easy-to-understand guide. Whether you are a paid-search veteran, or just starting out, the Gold Standard white paper will help you segment and understand the differences in approach and results among the various optimization techniques. Today we embark on a series of posts that excerpt Achieving the Gold Standard. We begin with an overview of paid search.
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.