PPC decision support software – an alternative to automation technologies
PPC campaign management is a complex, data intensive business. Large advertisers who developed massive campaigns in Google AdWords, Facebook, Bing, et al. find themselves challenged with day-to-day dynamics of managing sometimes millions of keywords and placements, thousands of ads across networks, formats, etc. To add to that, AdWords innovated at an exceptional rate, adding a constant string of new tools and optimization options for advertisers across its search and display networks.
Technology comes to help
Since around 2003, technologies have been developed to help meet that challenge. First generation tools were mainly about automated bid management, using rules-based approach to calibrate bids to meet certain CPA goals. Next generation tools extended the scope to other campaign management functions like keyword suggestions, creative testing, structure adjustments, etc. However, most of these solutions are focused on automation.
Where rules-based campaign automation technologies fall short
While they may be highly valuable is many cases, campaign management/automation technologies fall short in two key ways:
- Lack of human context. Automation is inevitably based on generic rules which often times lack context. This is sufficient when the transaction/client values are clear and relatively uniform, like e-commerce, etc. However, it is often insufficient in complex, prolonged advertiser-client relationships. This is the case with financial companies, gaming companies, and others.
- Keeping campaign managers away from Google AdWords. Since execution of operations is done directly from within the software, optimizers are kept away from AdWords. With AdWords innovating so rapidly, it continuously offers new optimization tools that are not available through any other platform, but, staying away from AdWords may result in loss of opportunity.
Edge.BI Decision support technology as an alternative
Decision support technology, like Edge.BI, takes a different approach to campaign optimization. It is designed to empower the human optimizer to make better decisions by bubbling the most important data – in context and completely customized.
It can be viewed as a “data selection” service, where tons of metrics are processed and reduced to bubble just the most actionable views. The human optimizer then, equipped with context and the most important data, makes better and faster decisions. Execution of those decisions are then completed through the ad system tools themselves, (i.e., AdWords, Bing editor, Facebook Bulk uploader, etc.) so the optimizer keeps constant contact with the ad systems themselves.
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