Bid Management is the process of adjusting individual bid prices and budgets for the active keywords within a paid search campaign. Depending on the client’s needs and the size and nature of the campaign, we either manually manage the bids or opt for an automated bid management system for dynamic bidding.
At iProspect - Communicate 2, we have a more holistic approach to bid management, in that we attribute value to all keywords within the purchase funnel that lead to the conversion as opposed to just the final click. Therefore we harness the best mix to drive the greatest revenue at the most efficient cost, looking not only at user intent at each phase in the buying cycle but also at value attribution modelling which is absolutely critical to the success of any given campaign.
iProspect - Communicate 2 has more than six years experience managing bid optimization tools – our currnet head of search Benedict Hayes had come to train us on a 2nd generation bid optimization tool called Makemetop. Bid optimization has evolved from simple rule based tools such as DoubleClick and portfolio management tools such as Efficient Frontier to current quality optimization tools such as Kenshoo.
We are the only Search agency/provider in India to have partnered with Kenshoo, which is the world’s leading Bid Management Solutions provider for e-commerce, travel, financial services and ad agencies. The combination of our search experts’ hands on management, and ability to leverage the best tools of the trade ensures that our clients have a clear advantage. Thus resulting in efficient budget management and spend distribution, even for the most complex search marketing campaigns.