April 23, 2004

If you participate in a PFP (Pay for Placement) ad program such as offered by Overture or a few other companies, Bid Management Tools (BMT) can simplify your life quite a bit, while at the same time, they might help increase your ROI.

Bid management tools can automatically adjust advertiser’s bids and their positions on PFP search engines and can sometimes spell the difference between an advertising campaign that fails and one that will be a true success. But before I delve into the finer details, let’s first see what BMT’s are and how they work.

What bid management tools can do
First, most of the popular BMT’s offered today are of the ASP (Application Service Provider) variety, meaning they are offered in an online Web services format. Some of the biggest names in that market are GO TOAST, Did-it.com, Bid Rank and a few others. Additionally, it’s important to note that a few of these vendors track Trusted Feed listings as well.

After you’ve done your research on the best BMT and after you’ve decided which company will win your business, whatever you do, make certain that your BMT vendor is authorized to manage the actual search engines in your specific marketing campaign. Only authorized vendors can have their bid management tools directly access search engine’s ad-serving software. This is important, since it is required for the tool to work properly, and to output accurate campaign results.

One place where you can start looking for such an authorized vendor is Overture. On the Overture website is a list of third-party approved vendors that fit that description.

Next: Should you buy or lease BMT software? >>>

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

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