Bid Management Services

Bid management and investment portfolio management are very similar. Most investment firms create portfolio's for clients as they are an effective and efficient method to manage a wide variety of investment funds. A portfolio eases the task of management and ensures each individual investment is working toward the same goal.

Pay per click bid management is very similar in concept to fund management. An advertiser with 300 keywords in 5 search engines is managing 1,500 pay per click investments. Portfolio-style bid management holds each and every keyword accountable to the ultimate goal through the use of strict ROI guidelines. If a keyword is not performing up the guidelines, just as if a mutual fund was under performing it must be analyzed closely and potentially removed.

There are six baseline metrics that are used to effectively manage a PPC campaign.

Revenue
ROI
Cost per Acquisition (CPA)
Conversion Rate
Cost per Click (CPC)
Traffic

Each of these metrics can be used in conjunction with each other in order to provide the necessary set of checks and balances. In portfolio bid management ROI is always the metric the rest are weighted against.

Another aspect of portfolio-style bid management is the use of diversification. Investment funds use diversification to mitigate risk. By diversifying the length, quality and focus of your keywords we can be constantly searching for the "nuggets" in the long-tail of search while using the existing "nuggets" to ensure a consistent positive return.

Remember - If you are not "above the fold" you are below your competitor.

Call me to discuss your PPC campaign bid management strategies.
(978) 518-0306