E-commerce Insights: Winning at Paid Search ’07

Seek a tool that:
• optimizes your selected performance metric across your keyword portfolio;
• operates at the keyword level, as opposed to AdGroup level; and
• sets bids based on economics, not by simple position.

Also, look for a flexible tool that allows you to specify different metrics or different targets for different types of terms. Avoid optimization algorithms that are “black boxes.” A tool should be reasonably transparent. It should provide a sensible rationale for each bid.