PPC Bid Management

November 26, 2008

Bruce, Susan and Virginia start off the show by taking a look at a recent FCC ruling to open the unused frequencies between television channels for use as a national broadband network. The fight to open the unused frequencies, known as “white space”, was championed by companies including Microsoft, Dell, Motorola and Google. The ability to extend broadband penetration to under-served areas of the company could help bring U.S. Internet users up to speed. In 2007, the U.S. was ranked fifth in the world as far as high speed Internet access.

Jon Kelly, president of SureHits, then talks to Virginia about managing PPC bids and the challenges faced by large companies. SureHits manages ad accounts within publisher networks as well as on search engines. He shares a number of recommendations, including those from his PubCon 2008 panel Large Scale Bid Management. He says that keyword buckets are not a good method of management because they don’t allow for the necessary level of granularity. He also talks about the three actions that should be part of any PPC campaign: calculate the click value, reward the user’s choice, and watch the campaign data.

Wrapping up the show, Michael joins Susan and Virginia to review industry news. The big news of the week was that Jerry Yang stepped down from the position of Yahoo CEO and will be returning to the position of chief Yahoo. Baidu was in the spotlight for including unlicensed pharmaceutical companies in results and possibly accepting money in return for boosted rankings. And in a popular move Gmail rolled out themes.