April 23, 2004

(Continued)

However, as is sometimes the case with ASP’s, BMT software can also be purchased instead of leased. In certain cases, buying software directly can be less costly, however, you generally don’t receive the same kind of human support you do when dealing through an ASP, although this can vary greatly from one vendor to another.

For example, a few bid management companies do more than adjust listings according to advertiser’s desired bids or their ideal positions. Two such vendors are Did-it.com and Go Toast and, on top of offering BMT’s, they have developed ROI bid management and bid optimization programs as well.

Some of BMT’s best features
Some bid management tool vendors can help you initiate your marketing campaign on both PFP and Trusted Feed programs. You simply specify the search engines you want included in your ad campaign. Once that is determined, they can help you with other parts of your ad campaign, such as keyword and key phrase identification and analysis, copywriting, optimization and the URL generation tracking services provided by Rank for Sales.

Another important feature of some BMT’s is notification of certain paid listing errors in some cases. If you have broken links in your site, or if you happen to have a link pointing to the wrong landing page (it happens sometimes), BMT vendors can help you by notifying you in advance, in effect saving you some money. For companies that don’t run an ROI system in-house, a good bid management tool can help them. One or two BMT solutions mentioned in this article have the built-in capability to accurately track other online or Internet ad campaigns, if certain conditions are met.

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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