Technology

Superior bid management

Many agencies use third-party tools to manage search advertising campaigns. We’ve built our own system to give us the power, and flexibility to drive the best results possible for our clients now with the ability to continue innovating as the space evolves.

Our bid management platform uses statistical portfolio theory to generate maximum sales within your required efficiency targets. Originally based on our founder’s PhD research at MIT, we continue to hone our algorithms via formal collaborations with statisticians at Santa Clara University, the University of Rochester, and the University of Virginia.

Analyst oversight

A key component of our system is analyst oversight. Bidding systems rely on historic performance data to predict the future, but as good as our algorithm is, the machines don’t know when sales events start, and don’t know when they end. They don’t know when selections in categories improve and when they deteriorate. Analysts familiar with your account do know and can anticipate these effects to add critical human insight to the algorithms.

Proven results

Ask our clients about the effectiveness of our systems as compared to other agencies. Not all bid systems are created equal. We’ve built a better mousetrap and our clients can see the difference in their results.

Features and benefits

Features of our technology include:

• Keyword level bidding, not ad group level
• Deeper than keyword bidding when appropriate (match-types, copy, etc.)
• Portfolio optimization, not position-crawling
• Extremely large term lists (500k+ terms)
• Efficiency measurement as Cost per Order, Cost per Sales, or Cost per Margin/ROI
• Multiple objectives tailored to categories, brands, or other objectives
• Strong testing capabilities for terms, landing pages, and copy
• Detailed, clear, flexible reporting and data dumps (Excel/html/ftp)
• Brand vs. non-brand distinction for bidding and reporting
• SKU-level and order-level sales tracking
• Reporting on both actual and advertised search phrase
• Automated post-sale batch data inputs (where appropriate), such as excluding frauds and cancels, order valuation by customer type, margin, and LTV
• Time-of-day, day-of-week, and seasonal day-parting
• Flexible, advanced cookie management
• “4 Nines” uptime via 3 redundant data centers (VA, CA, NJ)

Give us a call to see if RKG’s bid management platform might benefit your search programs.