April 23, 2004

(Continued)

At first glance, to some advertisers that are new to this, costs may appear to be high.

For such BMT vendors like Did-it.com or Go Toast that optimize paid listings for maximum profitability, their fees should normally be recouped in the higher profits and the greater ROI you are expected to benefit from their efforts.

Remember that with most bid management tool vendors, you should always negotiate for the best rate possible.

One word of caution before I close on the topic of bid management tools, if you choose to purchase your own BMT software, one difficulty might be frequent downloads to ensure the latest version available, or issues with a temporarily out of service server.

For companies with large advertising budgets, these temporary software glitches or problems could become very costly setbacks in some cases.

For large advertisers or for big ad campaigns, it might be best to choose a bid management tool offered under the ASP format.

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Reference:
"Search Engine Advertising" by Catherine Seda.
347 pages. New Riders Publishing. Indianapolis, IN. 46240.

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

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