WebSideStory Boosts Bid Management in Suite
Bid rounds out the Active Marketing Suite, a collection of applications that includes Web analytics, site search, Web content management and keyword bid management.
Bid was launched in conjunction with HBX 3.0, the latest version of the company's analytics service. The new version introduces Active Dashboard, which lets marketers conduct real-time business scenario analysis to forecast the effect of Web site changes.
In the past, keyword bidding was done directly through interfaces supplied by the pay-per-click outlets themselves. In recent years, however, a few companies have launched third-party bid management applications that let marketers consolidate their bidding activities.
WebSideStory, San Diego, said Bid surpasses these applications by providing capabilities such as an advanced user interface design that takes advantage of AJAX technology, a new Web development technique that makes it easier to manage large numbers of bids.
It also can handle 100,000 bids per account; has built-in conversion and ROI tracking; fully automated bidding rules for ROI and CPA targeting; full integration with HBX analytics reporting; and full measurement and management of listings.