Ingenio Pay Per Call Adds New Bidding and ROI Features
Ingenio, the pay per call search advertising provider which provides locally targeted PPCall advertising for partners such as Local.com, Infospace, AOL, Miva and possibly Yahoo Local, has added two new features.
Received this rundown from Ingenio this morning that the new features include auto-bidding and conversion management. Auto-bidding: Similar to the proxy bidding features popularized by Google and eBay, Ingenio Auto-Bidding allows advertisers to set a “max” price per call and will automatically update an advertiser’s bid by $.01 until it reaches the max price point. This feature had been a top request from Ingenio advertisers.
Ingenio Conversion Management: This process does two things (1) optimizes the relevancy of Ingenio ads to help distribution partners maximize revenue from Pay Per Call listings (2) helps advertisers fine-tune their Pay Per Call campaigns to produce better quality leads. It provides advertisers with continuous updates on ad performance and suggestions on how to modify their ads to improve call-through rates.
One flaw in the system. They don’t sub-categorize for particular categories. National advertisers can trump local in many categories forcing all calls in the particular category up.
Bad for the locals, more expensive for the national advertisers.
Clearly they are experiencing growing pains and have not addressed every issue.