Article 1 PROSAD

Question 1

What is being studied?

Answer 1

The effectiveness of using a program (PROSAD) to optimise profit per keyword when bidding for SEA.

Question 2

Why is it important to study?

Answer 2

Because it allows companies to be more effective in creating profit while minimizing costs.

Question 3

How and where is this research conducted?

Answer 3

A field experiment was used to test automated bidding for keywords versus bidding the traditional way. The client first managed the campaign itself and then SoQuero managed 20 keywords using PROSAD.

Question 4

What are the main findings?

Answer 4

• PROSAD increases ROI and improves profit for its clients.

- PROSAD results in lower bids and ranking, lower, CTRs, and a decrease in conversion.

Question 5

What are the limitations?

Answer 5

• It does not take organic search results into account.
• It does not (directly) include competition.
• It does not include other marketing channels (e.g., to detect synergy).