RyanThirdParty

RyanThirdParty - Third-Party Sponsored Search Tools Ryan...

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Unformatted text preview: Third-Party Sponsored Search Tools Ryan Gabbard 1 SEM Consultants Keyword space exploration Tracking Resource allocation often integrated closely with your site Efficient Frontier, Bloofusion, SearchRev, DidIt Google and Yahoo seem to be integrating some of their functionality... 2 A few particulars... SearchRev: implements Google-like ad rotation and exploration on Yahoo Hitwise: mostly for research, ISP-level data collection BlooFusion: “Competitive Intelligence” - analyzes your competitors’ sites to find their marketing strategies, linking patterns, etc. tries to find them breaking search engine policies to get them banned! 3 Atlas Search cross-engine - Yahoo, Google, Ask Jeeves, etc. BidManager: “rules-based” bid-monitoring ($91-$16,000/mo) ProfitBuilder: tracking ($50-$1500/mo) CampaignOptimizer: machine learning to model advertising campaigns (free with other two) 4 Bidding Robots Multisite Temporal management Gap surfing Competitor Tracking Atlas, BidRank, Dynamic BidMaximizer, PPC Management, PPCBidTracker 5 Gap Surfing Suppose bids are: #1 $0.90 www.quack.com #2 $0.50 www.moo.com #3 $0.25 www.baa.com would bid $0.70 for a new site 6 BidManager Strategies Jam competitor (make bid one cent below) Don’t Jam Me (swap with comp. below who is jamming you) First Gap (in a range of positions) Largest Gap (in a range of positions) Move to Position X when additional cost <= Y Seek position relative to competitor (e.g. 2 above X) Caboose Rule: Jam first bid above minimum 7 ...
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RyanThirdParty - Third-Party Sponsored Search Tools Ryan...

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