This article is a quick overview of PPC Bid Management software.
The key benefits of PPC bid management software are:
- Managing across different engines (Google Yahoo Bing)
- Reporting – better reporting for clients particularly on conversions
- Automated rule-based bid adjustment. (For example: imagine automatically increaseing bids on keywords that are delivering a higher ROAS)
- Some tools are integrated with digital media management, to manage PPC and dispay advertising in the same system
I’ve added some additional comments on the products reviewed below:
Google Conversion Optimizer
This is Google only system, so one of the key benefits is missing!
Price: Free.
PPC BidMax
PC based software from APEX Pacific. It includes ROAS bidding for high volume keywords. Unclear how data is obtained from site statistics?
Price: 25 accounts/5000 keyords: $150 pm. Unlimited Enterprise: $999 pm
KeywordMax
Rules-based bidding including ROAS bidding. Scenario “what if?” testing. Requires JS code to be placed on web-pages for Analytics tracking.
Price: Older price data
Omniture Search Center
Web-based powerful tool that works across multiple engines. Deep integration with SiteCatalyst for reporting ROAS and bid management based on site metric. Expensive as a standalone
Price: Starting at 7% sliding down to 3% of ad spend. So $20,000 pm would be $1400 pm. Setup costs $5000+
Not reviewed but of interest:
Acquisio
Web-based and powerful agency targetted.
Price: $1000 pm (based on $30,000 min ie. 3.3%) + 2% over $30,000)
Kenshoo
Strengths unknown, but winner of Digital Award in 2009
Price: POA
Atlas (Microsoft)
Microsoft owned Digital Media Management tool Works across display and PPC advertising to give “cross-channel” insight.
Price: POA
Others
WebTrend AdDirector
PPC Bid Tracker – old and crap
SearchForce
SearchRev – includes keyword lifecycle tracking
Clickable
Marin Software
SearchIgnite
See also for reference:
http://www.webmasterworld.com/google_adwords/3526221.htm
http://searchenginewatch.com/3634372
