Clickthrough? Conversion Rate? ROI? Expert Advice On Search Bid Management

"Pay-per-click search advertising (with Google AdWords, Yahoo Search , MSN Ad Center, or Ask.com) has been one of the fastest growing marketing channels.

"Yet, since paid search has only been around for a few years most search marketers are frankly still winging it when it comes to optimizing how much they bid to pay on a clickthrough from each keyword," says Akin Arikan, Senior Manager, Internet Marketing Solutions Group of Unica Corporation in his article "Search Bid Management Done Right."

Mr. Arikan shares an amusing client/expert interaction in which the client is trying to determine which keyword should get the higher bid. In the end, Mr. Arikan advises that while analysis of clickthrough, conversion rate and ROI can all yield different results, those considerations and more - return considerations and after-puchase activity - should be considered when determining how much one can afford to invest in keyword bidding.

Read the article here…