IProspect Unveils ISEBA
In San Jose California, at the Search Engine Strategies Conference, iProspect unveiled iSEBA (iProspect Search Engine Bidding Agent). iSEBA manages the keyword bidding process for pay per click advertising campaigns on both Google and Overture's paid search programs.
iSEBA is an objective-based tool which enables iProspect clients to select to have campaigns optimized by their choice of results: traffic, conversions, ROI, revenue or profit. Most other bid management software is "rules-based" where each keyword has its own rules that do not apply to an overall campaign objective.
"Suppose you were bidding on 5,000 keywords," said iProspect's Vice President of Client Services and Technology, John Tawadros, "and of those 5,000 keywords, only 2,000 of them were producing positive ROI. And of those 2000 keywords that were producing positive ROI, there were 100 of them that were producing far superior ROI compared to the other 1,900. A rules-based tool would continue to bid on any of the 5,000 keywords that had not exceeded the maximum bid you set for it to spend, to achieve your desired position within the paid search results - as long as you still had daily or monthly budget in your PPC account. And it would continue to bid on these keywords, regardless of whether any of them were producing positive ROI, until you manually changed the rules under which the keywords were operating."
"Unlike a number of other firms in this space, iProspect provides complete pay per click campaign management services as part of its keyword bidding solution," said Tawadros. "From keyword research, selection, and refinement; reporting support; campaign assessment and recommendations; help developing and testing the creative of our clients' pay per click ads as well as their landing pages - all these value-add services are included in a client's campaign along with the actual set-up and running of the agent. This is not a do-it-yourself or a "set-it and forget it" solution. We actively work with our clients to manage their campaigns and ensure that they surpass their marketing goals," Tawadros added.
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Jeremy Muncy is a staff writer for WebProNews.com
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