Optimization Platform

Need for Automation

The ability to place a large number of bids is the most fundamental requirement of a sophisticated Search Engine Marketing (SEM) solution. Even a simple campaign containing 20 keywords, when broken out to two search engines in 20 geographically targeted regions, would require 800 bids a day. If it required only one minute on average to manually set a bid, it would take more than 13 hours to set all the bids. Thus, it is easy to see that managing even a moderately sized SEM campaign containing 10,000 keywords would not be feasible without automation.

Optimization Platform

The Efficient Frontier Optimization Platform delivers automated Bid Management that scales to high volumes of keywords without increasing the resources required to manage campaigns. It is field-proven to handle more keywords than any other methodology. In fact, every day Efficient Frontier manages over 88 million keywords for leading advertisers around the world. Algorithmic modeling determines the best allocation of spend for achieving multiple objectives. The technology also learns as it goes, continuously adjusting to changing conditions such as competitive bids and changes in search engine algorithms.

Automation and Optimization

While automation and optimization are both needed to manage a search campaign effectively, many advertisers confuse the two. The ability to set a large number of bids alone will not let an advertiser manage campaigns efficiently. Indeed, the potential to do harm is enhanced as a larger number of sub-optimal bids can be set. Only Efficient Frontier Portfolio Optimization algorithms, which are based on proven models, ensure that the bids set by the automation mechanism are the correct ones.