IMPAQT Press Release
Unique Methodology of Newly-versioned Adaptive Bidding 2.0 Returns Double-digit Percentage Cost Savings for IMPAQT Clients
Search Marketing Agency, IMPAQT, Announces Success of its Upgraded Bid Management Tool
PITTSBURGH – (April 23, 2009) – Clients in a number of industries are seeing dramatic results from the successful implementation of IMPAQT’s newly-enhanced Adaptive Bidding tool, reports the national Search Marketing agency. http://www.IMPAQT.com
One client who benefitted from the new version of IMPAQT’s Adaptive Bidding product experienced an 80% reduction in costs for Search-originated acquisitions. Another experienced a nearly 50% cost reduction. The dramatic cost savings were due to a combination of increased conversions with lower marketing spend.
To achieve these results, IMPAQT applied its new version of Adaptive Bidding 2.0, to paid search campaigns. The enhanced version integrates ‘shocks’ - streams of data from offline data - that could influence suggested bids. When shocks are combined with the history of paid search results, what results is a semi-automated analysis model that provides keyword-level bid recommendations on a daily basis – at an unmatched accuracy.
The longer the system runs, the better it ‘learns’, and the more accurate its bidding suggestions become, according to IMPAQT’s VP of Analytics and Decision Support, Dr. Pat Stroh, whose team created and carried out the proprietary algorithms responsible for the success of the product.
“The upgrade to include shocks adds a level of detail that sharpens the bidding, “ Stroh says. “When shocks are added to a paid Search campaign which has thousands of keywords and millions of data points, it can be extremely meaningful to the outcome.”
The enhanced 2.0 version is a change for IMPAQT’s current Adaptive Bidding product because it better integrates low-volume conversions. While Adaptive Bidding 1.0 has been effective for many IMPAQT-driven search marketing campaigns to date, IMPAQT added even more improvements by applying new algorithms to the process and powering its results through econometrics and time series-focused software from SAS, the largest independent vendor in the business intelligence market. These changes create a smarter model, according to IMPAQT.
“Part of the concern with traditional bid management is that it can lead to judging keywords in a silo,” explains Stroh. “Our comprehensive Adaptive Bidding 2.0 looks at all keywords in aggregate, then calculates the best bid change for each one individually…and calculates the best combination of keywords that should receive those changes.”
Stroh says the end goal of using the Adaptive Bidding product is not only to increase conversions and lower costs on successful keyword phrases, but also to forecast based on the aggregate of keywords. All will help marketers make smarter decisions for marketing spending.
“It will work best if a marketer has, literally, millions of combinations of keywords and bids in its paid search campaigns,” adds IMPAQT CEO Richard Hagerty. “We prefer this complexity because IMPAQT’s solutions were built to deliver in this environment.”
IMPAQT recently earned the highest score in the category of ‘Bid Optimization’ as part of The Forrester WaveTM (US Search Marketing Agencies, Q1 2009). The report also noted IMPAQT’s “analytics prowess”.
####
About IMPAQT:
IMPAQT is a privately-held Search Marketing agency helping Fortune 1000 marketers gain revenue, branding, awareness and top Internet rankings through Search-based Paid Placement campaigns and Organic Web site optimization as well as social media marketing and data integration.
IMPAQT’s customized client consulting, coupled with powerful analytics tools and analysis, has catapulted it to the top tier of Search Marketing agencies worldwide. IMPAQT manages millions of keywords for more than 100 brands and has managed more than 500 campaigns since its launch in 1999. IMPAQT has doubled its annual growth rate over the last three years, ranking as one of Inc. Magazine’s fastest growing companies. Please visit www.IMPAQT.com to learn more.
Media Contact:
Director of Marketing
412.733.7100
jberardi@impaqt.com
Press Kit
The IMPAQT Story
IMPAQT Fact Sheet
The IMPAQT Story
IMPAQT Fact Sheet
