Clickable Enters Bid Management

Clickable has entered bid management automation with the latest Clickable Pro release. Despite complex analysis making search-engine advertising difficult, Clickable Pro v. 2.1 seeks to simplify processes by introducing campaign cloning and custom reporting, as well as the ability to automate campaign optimization.

Clickable Conversion Tracking offers keyword bulk editing and emerging Google ad formats for image, local and mobile. About 51% of companies fail to properly set up accounts and conversion tracking, according to Max Kalehoff, marketing VP at Clickable. "Failure to set up the account correctly in the beginning dooms you to failure," he says. "This latest version normalizes tracking across search engines, informs the analytic engine of recommendations, and reduces the amount of code a customer needs to install."

Another feature, Campaign Cloning, lets advertisers either duplicate or copy Google AdWords campaigns into Yahoo Search Marketing (YSM) accounts, allowing marketers to take search campaigns across networks and engines.

While Marin Software and Omniture provide some sort of cloning feature for large enterprises, Clickable's version makes cloning campaigns possible for small-to-midsize companies. Kalehoff says the tool allows smaller companies, the hundreds of thousands of search advertisers that spend between $5,000 and $200,000 monthly, to clone a campaign.

Customized Reporting give marketers the ability to pick the templates for key business metrics and put them and create an exportable PDF. They can create custom, white-labeled reports for a range of campaign performance metrics, across search-engine networks. The drag-and-drop feature makes it easy to deliver multi-tab spreadsheet reports featuring custom metrics, and pre-packed Excel reports with intuitive charts and graphs.

Kalehoff says customers wanting to grab data stored in multiple silos and present it to colleagues, management and clients drove this feature.

Automated campaign optimization is another feature in the release. Advertisers now have an option to optimize campaign conversions by auto-accepting bid and quality score recommendations. The company believes ActEngine, Clickable's recommendations engine based on business goals, has been shown to improve account performance for customers in 90% of all cases.

The application also automates processes. It avoids superlatives and capitalizes ad copy. Supplementing optimization with qualitative recommendations, which are the major ways people fail, provides Clickable a foray into automated bid management. "Automating bid management and quality scores can give companies a better chance at success," Kalehoff says.

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