There’s no doubt that search marketing is becoming more and more complex. With numerous new features added to AdWords and Google Shopping each year, PPC (Pay per Click) campaign managers have increased number of tools at their end, but getting an edge on the competition is not getting any easier.
The rise of high-frequency bidding
There are a large number of variables to take into account while forecasting the value of a click in search marketing is so critical that it escapes the reach of humans. Machine based algorithms though, not only find patterns in such endless complexity, but they also ease the decision making much quicker. Previously, marketers used to bend their campaign settings and bid a couple of times a day, but software-based campaign management has a new pattern – High Frequency Bidding’.
When PPC and RTB Finally Converge
Marketing technology companies are developing their own army of software robots, in the Programmatic Advertising sector; RTB (Real Time Bidding) platforms use viewer segmentation and sell Ad space to the uppermost bidder in milliseconds.
Search marketing platforms have finally geared themselves up and the majority of modish tools now also bid in real time on AdWords and Google Shopping. With gauzily tuned segmentation, product intelligence and user intent data, this is where PPC finally meets RTB.
There are few key enablers are driving the upcoming winds of search marketing campaign performance, they are:
- Audience Segmentation: This is becoming a custom. Search Marketing Campaigns have always been so successful because keywords let advertisers to recognize the user’s intention. With the accumulation of segmentation features in Search through Google’s RLSA, marketers can now understand the need of the user instantly.
- Product Level Data: Having access to product trend data is critical. Top selling products go forward continuously and companies that have access to a great amount of shopping trends of customers, touch the edge. Such trends include: has this user visited this product page a few times previously? Did they added the product to their cart but not finalized the buy yet? What is the attraction of the user with this product class? Advanced tracking also let marketers to understand the weak signals at the users’ end with the purchase funnel and optimize campaigns consequently.
- Real Time Bidding: Combining search intent, user habits and product data let marketers to make the finest bidding decisions right away. The advanced marketing platforms adjust their bids in real time and the pricing engines review the value of every single click based on the presumed conversion.
The automated software platforms expand capabilities of traffic managers and agencies. The well skilled marketers will progress forward by allotting more time to set the precise campaign objectives, heading up with ingenious multi channel approaches and piloting their business plan, at the same time software robots bid on their search ads in real-time to capitalize on profit.