One month ago I mused about possible impact of Google's DoubleClick acquisition on SEM agencies and bid management tool vendors. This week's Microsoft acquisition of aQuantive sheds an interesting new light on the situation.
As I reported, DoubleClick (and now Google) sells a powerful PPC bid management system called DART Search. Features include one-screen management of ad campaigns on Google AdWords, Yahoo! Search Marketing, Microsoft adCenter and other services. It also allows automated bid price management according to rules set by the advertiser. So, for example, bid prices can rise or fall depending on position or ROI goals.
One month ago I mused about possible impact of Google’s DoubleClick acquisition on SEM agencies and bid management tool vendors. This week’s Microsoft acquisition of aQuantive sheds an interesting new light on the situation.
As I reported, DoubleClick (and now Google) sells a powerful PPC bid management system called DART Search. Features include one-screen management of ad campaigns on Google AdWords, Yahoo! Search Marketing, Microsoft adCenter and other services. It also allows automated bid price management according to rules set by the advertiser. So, for example, bid prices can rise or fall depending on position or ROI goals.
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