PPC management systems today provide increasingly useful tool sets – the most useful of which (and the primary reason most advertisers and agencies rely on such systems) being automated bid management. For larger advertisers, the prospect of manually optimizing bids across thousands, or possibly millions, of keywords without such automation is a daunting, if not impossible, task to undertake.
While most leading bid management system vendors provide a relatively advanced service, the PPC analysts who trust in them are often left in the dark regarding what actually goes on behind the curtains of the interface.
Our next speaker, Miles Olson of Hoot Interactive, will be giving us a glimpse inside the black box bidding algorithms of automated bid management systems. Covering the methodologies, benefits, and limitations – this session will demystify the power of such tools, allowing analysts to become better consumers and users of bidding software.
More about Miles Olson
Miles Olson is the founder of Hoot Interactive and a digital advertising veteran of over 15 years. He has managed PPC campaigns for dozens of national brands throughout his career, including Time Warner Cable, OfficeMax, Merk, and State Farm. He has also provided training & consulting for many digital agencies looking to improve their PPC service capabilities.
Miles approaches PPC campaign management with a heavy emphasis on statistical analysis, advanced data management, and process automation. His resume also includes a year as a Google Certified Trainer and the founder of a grocery coupon website with over one million active members. However, it is rumored that he has never used a grocery coupon himself.
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Thanks, as always, go to Affiliate Summit for sponsoring dinner and drinks!
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