Ask Launching New PPC Platform
Ask is to launch a new PPC platform on 2 October. Ask’s PPC system upgrade is expected to have major improvements on its reporting system from the current version.
I believe many PPC experts who have previously used Ask Sponsored Listings would agree reporting has been a major issue. The current reporting system simply does not make average position of ads and impressions available to advertisers, however the new platform’s reporting will include average position on the keyword level. Though CTR has been a major factor alongside maximum CPC in determining ad rankings, reporting on impressions data doesn’t seem to be included in this upgrade.
Reporting data will also be made available in more real time basis: real billable clicks are being updated hourly instead of estimated data are being shown. With the new system, advertisers will have the option to spread the advertising budget evenly on a daily basis.
Other improvements include the account structure. The new platform will be structured in Account-Campaign-Ads-Keywords, instead of the current format of Account-Campaign-Listing. This gives PPC advertisers the convenience to create one ad for multiple keywords.Overall, on the first glance it is moving further away from the Overture-like platform to the Google-like platform, though Ask’s new PPC platform may still have a long way in getting close to Google Adwords.
Posted on September 27, 2006
Filed Under PPC, Search Engines |
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