GOOGLE LAUNCHES FREE BID MANAGEMENT TECHNOLOGY (BETA)

As a leading SEM agency, Pepperjam has the luxury of being one of the first to test Google’s new technologies. We were absolutely stunned (although not entirely surprised) to find out that Google is slowly testing FREE Bid Management Technology within select Google Adwords accounts.

According to the information we have been given so far by Google, here is what the technology will do:

The technology is called Conversion Optimizer - Google claims that its main goal is to help advertisers save time and minimize conversion costs.

According to Google, the Conversion Optimizer lets you specify a maximum cost-per-acquisition (CPA) bid for each ad group. Then, this feature continually adjusts your CPC bids to keep your conversion costs under your maximum CPA bid, showing your ads only when you’re likely to get conversions. By using the Conversion Optimizer, you can save time while minimizing your conversion costs.

I don’t know about you but this sounds a lot like technology that already exists, but for a STEAP, recurring fee. Companies like Atlas One Point (a Microsoft / Aquantive company), Omniture (NASDAQ - OMTR), DoubleClick DART (Pepperjam’s exclusive partner), and Efficient Frontier, among others, offer this kind of technology, usually to agencies and the largest of advertisers. The access fee, per advertiser, can be thousands of dollars per month.

What does this potentially mean for bid management providers like the ones mentioned above? I think is spells serious trouble, especially if Google’s goal (which we assume it is) is to provide the technology for FREE TO ALL GOOGLE ADWORDS ADVERTISERS.

Once Google begins to open up the technology to more and more Adwords advertisers will there even be a need to pay for bid management technology from Atlas and others?

I’ll let you be the judge on that.

What are your thoughts?

In my opinion, this is could completely equalize the playing field for small and large advertisers as it relates to bid management technology access. Smaller advertisers will be able to run their businesses more efficiently and compete on a larger scale based on ROI, instead of advertising budget.

Get more information on the Google Adwords Conversion Optimizer HERE.

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