April 23, 2004

(Continued)

Other noteworthy features to BMT’s
A good bid management tool with ROI optimization can easily adjust your listings according to your CPA (Cost per Acquisition) goals. By utilizing some of the bid management programs offered by Go Toast or Did-it.com, for example, you can set $ 10 or $ 12 or a higher limit to the maximum you are willing to pay a search engine for a sale. The choice is your’s and also may depend on what maximum amount your competition is willing to bid on, if any.

However, one word of caution: remember that you could have to increase your CPA maximum if your position ends up being quite below than your competition.

One important feature and a ‘must have’ on any ad campaign manager’s list is the importance of relying on a bid management tool that reports in real-time, since some of them don’t. Before ‘you sign on the dotted line’, you should ask your prospective BMT vendor if they do, since this can alter your results quite a bit in certain cases.

Difficulties of certain bid management tools
Some bid management tools may present a trickier pricing model and is riskier to accurately evaluate, since there are so many available options to choose from. Again, companies need to do their homework carefully on this. Some confusion sometimes arises when comparing bid management vendor’s costs. These ASP’s (Application Service Providers) could charge you a percentage of your total ad cost, or a certain flat monthly fee, a PPC rate, a per number of keywords rate, or any combination of any of these. Rates vary a lot.

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

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