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Web based advertising has expanded in recent years to include pay-per-click search engine results. You may have noticed these on major search engines such as Yahoo. They are displayed there as "Sponsor Matches." The search terms are bid upon and the highest three bidders are displayed on Yahoo. Bidding takes place on Yahoo! Search Marketing, which currently provides Yahoo with the Sponsor Matches. With numerous bidders for specific search phrases, the bids can change at any time. Therefore advertisers became involved in constantly monitoring their bids throughout the day. One person would take as much as three hours to check positions and potentially update bids on 100 keyword phrases.
Roffers Engineering developed BidRank to meet the growing need for an automated solution. BidRank automates the task of managing numerous keyword phrases that are listed on various pay-per-click search engines, such as Google AddWords, Yahoo! SM (formerly Overture), MIVA US (formerly FindWhat), MIVA UK (formerly Espotting) and Kanoodle. BidRank has reduced this pay-per-click management process down to just minutes of computer time. The advertisers are now free to perform other tasks while BidRank keeps them on target.
BidRank exists in two products. BidRank for Overture and BidRank Plus. BidRank for Overture is an Overture approved third party bid management tool. It currently handles Overture US, AU, AT, DK, FI, FR, DE, IT, NL, NO, ES, SE, CH & UK. BidRank Plus handles non-Overture search engines, which currently includes Google AdWords, MIVA US, MIVA UK, DE, DK, ES, FR, NO & SE, Enhance Interactive (ah-ha), Kanoodle, Brainfox, SearchFeed, Xuppa, 411web, Turbo10, Mirago UK, FR, DE, US & Global, 7Search, Mamma & QuePasa.
BidRank can simultaneously manage keywords across various accounts and search engines. Each product possesses advanced features that allow you to totally customize your keyword bidding strategies. I would like to take a moment to point out two of what our customers tell us are BidRank's strongest features.
Advanced Automation. Not only can you specify how often you want BidRank to check and change bids, but the advanced features allow you to specify a Primary and Secondary set of Target Ranks and Bid Maximums based on time of day and/or day of week. Basically the Primary settings are used when inside the times that you have specified and the Secondary settings take effect when outside of those times.
For example: You may have customer demographics that tell you that your best ROI (return on investment) is realized during the evening hours of 4:00 PM to 9:00 PM. Perhaps your best shoppers are those that log on from home after work. You would set BidRank's primary automation to be in effect Monday through Friday from 4:00 PM to 9:00 PM with a target rank of number 1. The secondary target rank could be set to 15. This will allow you to be #1 during your best click through conversion period while saving you money at #15 during poor ROI periods.
Gap Surfing. Most people think of bid management as something that keeps you at a certain rank while under a specified bid maximum. Those that use Gap Surfing have realized that it can keep them at the most cost effective rank within a specified range of ranks. Gap Surfing scans the specified range of ranks and calculates the gaps between them. Once the largest gap is determined, Gap Surfing will place your keyword at the bottom of the largest gap giving you the highest rank available for the minimum increase in cost per click.
For example: You may have a keyword for which you have determined that being anywhere in the top three generates your desired ROI. Perhaps this keyword is listed on the PPC Search Engine's partner sites if it is within the top three positions. The bidding scenario could be as follows:
The gap between #1 and #2 is $0.31, while the gap between #2 and #3 is $0.22. The largest gap is between #1 and #2 therefore Gap Surfing will place your bid at the #2 position for $0.48 as follows.
Gap Surfing also has a "Min Gap" setting so that you can determine when you just want to be #1. The default is $0.01 which means that if each bid is only one penny from the other, Gap Surfing will place your bid in the #1 position.
BidRank possesses many other features and I recommend that you check out the following pages for more information.
You may try out BidRank by downloading the free, 15 day demonstration edition. It is fully functional and will manage 50 keywords simultaneously. Please let us know if you have any questions about BidRank or Pay-Per-Click bid management. Our support department can be reached at support@bidrank.com.
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