Review:

PPC Management Tools Lead the Way to Bigger Profits

by Paul Alley

September 06, 1999

With the number of pay-per-click services companies can select to promote their business, effective management of campaigns is essential in order to ensure a high return for marketing dollars.

To meet this demand, GO TOAST was founded by Dave Carlson in 2001 to manage the increasingly popular pay-per-click (PPC) model of web promotion.

Designed for businesses of all sizes and scope, the five tools and services are based on pay-per-click search engine optimization and online marketing management. The five tools are CampaignOptimizer, BidManager, ProfitBuilder, Intellidex, and MasterList. GO TOAST enables the management of thousands of keywords and campaigns simultaneously across all domestic and international search engines such as Overture, Google and FindWhat.

The president of Golf Supply Business had this to say of the services "GO TOAST has helped fulfill the promise of direct marketing online - completely trackable, measurable results. This has allowed us to measure and grow our marketing ROI and rapidly increase our customer base."

The newest offering of the bunch is CampaignOptimizer. This tool works on a subscription basis and is designed for campaigns with a large number of keywords. It uses self-learning algorithms to predict the potential ROI. It models the results of the user's marketing strategy based on marketing trends compiled by GO TOAST with the users marketing data. With this optimization and information, users can determine each component of a successful campaign before spending money.

"CampaignOptimizer is an incredibly powerful addition to our broad line of products and services that directly benefit our advertisers' bottom-line results," said Dave Carlson, founder and president of GO TOAST. "It automatically optimizes campaigns as a whole, assigning keyword-specific metrics according to the performance goals the customer has assigned to the entire campaign."

With BidManager, users are able to utilize keyword monitoring and bid adjusting, Go Toast makes sure the user is always paying the right price for bids. This is most advantageous for the highly competitive words such as hosting. With bid management, users never pay more than they should, thus saving valuable marketing dollars.

No campaign management would be complete without tracking. ProfitBuilder offers the tracking with the analysis. It tells the user about session length, shopping stats, length of page visit and more. The numbers leads to answers to the ever-important questions relating to Average Cost Per Sale, Average Cost Per Click, Total Cost, Average Sale, Total Sales, Conversions, Conversion Percentage, Return On Advertising Spend (ROAS) and Total Visitors.

Search Engine Optimization is by far the most important element of web promotion. With Intellidex, Go Toast ensures the products on the user's web site are indexed by algorithmic search engine's crawlers and bots. It does so as frequently as the user determines, so as products are added to an inventory, they can be found by the engines.

MasterList is a centralized database tool so that the user only has to log in and enter data once for additions, deletions, and changes to keywords, photos, tracking URLS and titles. Listings are then submitted to the leading search engines and portals.

"GO TOAST offers the most advanced, effective online marketing management system available," said Carlson. "Our comprehensive GO TOAST toolset - particularly BidManagerSM, ProfitBuilderSM, MasterListSM and IntellidexSM - features extensive capabilities not found in a single source anywhere else. You can index your site's content, modify your listings, manage your keyword bidding parameters, track your results, and model all your proposed online marketing strategies and adjustments - all in one integrated solution."

The tools offered by GO TOAST start at $50 per month. By far the most far-reaching and beneficial of the group is BidManager. With the management of PPC and search engines, a campaign can only be bolstered with the use of it.