• Merkle RKG, Wednesday, April 29, 2015 12:50 PM

Let advertisers bid each product based on its predicted value. That's the mantra at Pricegrabber and eBay Commerce Network in recent years. Both have moved away from the traditional rate card systems, allowing advertisers to submit bids of any amount for their products, per Melissa Rowland. She looks at CSE bid management strategies and the decline of traditional rate cards to provide tips on the true value of bidding, and suggests bidding each product based on its true value, which helps to remove products from the feed that could be efficient at a bid below the rate card, or bidding products above their ideal CPC value to keep them active and run the risk of program inefficiencies. Here's how.

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