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Hear Mike
Sack's primary theories he has developed regarding
optimizing pay-per-click (PPC) advertising and
how you can apply what he says to your campaigns.
First, that keywords are like investments. They
have a cost, an expected rate of return, and performance
that can be measured and a degree of risk. Second,
that bidding on keywords is a lot like playing
Black Jack in a casino because your ability to
win (i.e. achieve your ROI) is subject to the
behavior and actions of other people playing at
the same table with you.
This discussion includes solutions designed to
insulate advertisers from the reality of the marketplace
including diversification as it relates to keywords
and establishing portfolios (like mutual funds)
for your keywords.
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Listen
to the Show:
Theories on PPC Optimization
Discussion on why keywords are like investments
and bidding is like playing black jack. Brief
overview of challenges in PPC space that advertisers
face. Focus on optimization – i.e. extracting
maximum value from the ad spend. Drill into specifics
on the analogies.
- Segment 1
Windows Media file
- Segment 1
MP3 file
Advantages and Disadvantages
of Bidding based on Portfolios
Advantages and disadvantages of bidding based
on portfolios, why it is hard to do, what value
it offers, benefits, how to think about portfolios,
what to look for from your portfolios. Lead into
heuristic algorithms used to optimize portfolios.
Discuss “Complex Computational Theory”
and the problem of the traveling salesman.
- Segment 2
Windows Media file
- Segment 2
MP3 file
Inceptor and BidCenter –
a portfolio based bid management tool
Final questions and discussion about Inceptor
and bidcenter. How it works, etc.
- Segment 3
Windows Media file
- Segment 3
MP3 file
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Show
Links:
Inceptor
BidCenter – a portfolio based bid management
tool
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